RSL Queensland has launched a new website and new branding as it works towards making its services more relevant to the changing face of Australia's defence force personnel.
The organisation has been part of the Queensland community since 1916.
The name is recognisable, but as the organisation has come to realise, few understood what the RSL Queensland actually does. Even more challenging, only 30 per cent of the Defence family thought RSL services were relevant to them.
"There are so many facets to RSL Queensland - from the support our Sub Branches provide at a local level, to the broader state-wide initiatives that have been introduced to tackle issues like employment and homelessness," the organisation stated.
It reached out to members, clients, and those not involved with RSL, and front-line staff that work with Defence personnel on a daily basis.
What emerged was the common theme of veteran support and the recognition that it took many forms whether it was the volunteer base that keeps the organisation afloat, the connections between veterans, camaraderie, a helping hand here and there, a qualified advice or more in-depth wellness casework.
"There were essentially two core ideals that underpin the RSL Queensland brand - gratitude to our service personnel and a commitment to support them when they needed it," RSL Queensland noted.
"These ideals were the inspiration for our new brand promise; support that empowers."
As a result RSL Queensland has revitalised it's visual identity which it has launched through a new cross-generational campaign; Shoulder to Shoulder, Always.
The campaign centrepiece is a 45-second cinema commercial that unites two real-life veterans - 88-year-old veteran Phillip Cawthan with naval veteran Claire Baldwin. All the other actors on screen including the extras, are veterans.
"The new campaign clearly focuses on this idea of connection to our Defence family, ongoing support provided, and subtly reinforcing our history - we've been here for our Defence family for 103 years, and we'll always be here for them, regardless of how their needs change," RSL Queensland added.
For more information and the list of Anzac Day events, go to rslqld.org.