The brief
Alan Carr MBE, now the Chief Executive of The War Horse Memorial, was watching the film War Horse some years ago. A horse lover, he hit upon the idea of commemorating the sacrifice of these animals with a memorial. The War Horse Memorial will be the first national memorial dedicated to the millions of UK, Allied and Commonwealth horses, mules and donkeys lost during The Great War. It will pay tribute to the nobility, courage, unyielding loyalty and immeasurable contribution these animals played in giving us the freedom of democracy we all enjoy today, and will signify the last time the horse would be used on a mass scale in modern warfare.
We were invited to contribute design ideas to a fund raising and marketing campaign for this purpose.
Solution
Tangent created the branding, website, donations tray, stationery and exhibition stand for The War Horse Memorial. Co-Founder and Director of Communications, Susan Osborne provided the text. We also liaised with Pageantmaster, Bruno Peek LVO OBE OPR and Chris Roycroft-Davis of The Daily Express, whose articles helped hugely with fund-raising.
Schedule
We were briefed on 19th September 2016 and the website was launched on 8th April 2017.
Work on sculpture and monument was successfully completed and the grand unveiling and dedication was on Friday June 8th at 2018 Heatherwood roundabout in Ascot.
Evaluation
More than adequate funds were raised for stage one of the project, i.e. the creation and installation of a monument. Stage two, the ongoing funding of animal charities is underway. The principal beneficiaries will be The Household Cavalry Foundation and the Mane Chance Sanctuary.
