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The UK public service broadcaster 5 has announced Help for Heroes as the sponsor of its Great British Stories series, which launched Friday 26 September 2025. The six-month partnership marks our debut TV sponsorship and will see us featured across Channel 5 and its streaming platforms, alongside programmes that celebrate the people, places and institutions that shape the UK.
The series features documentaries that spotlight the Armed Forces, the Royal Family and other positive British stories - with titles such as How Britain Won WW2, In Service to the King, William and The King: Like Father, Like Son and The Savoy: London's First Luxury Hotel.
Each 10-second film features veterans who have been supported by the Charity, with every veteran shaping their own script to keep it authentic and true to their experiences. The creative celebrates the everyday greatness of those who have served, under the theme ‘Greatness is…’ — highlighting the strength, dignity and achievements of veterans in civilian life.
The partnership was made possible through Paramount International Advertising and EssenceMediacom. The campaign uses powerful storytelling to raise awareness of Help for Heroes and highlight the wide range of support we provide to veterans, reservists, their families and civilians who served alongside UK forces.
Tony Williams is one of the veterans supported by Help for Heroes who features in the campaign. As an Army nurse he was critically injured whilst serving in Afghanistan. He fought to rebuild his life and has since learned to walk again through support from Help for Heroes. He features in the campaign walking his daughters to school saying, “Back on dad duties”.
He said: “Taking part in the campaign was important to me as it’s not just the veteran who suffers with lifelong injuries, it’s the entire family, and Help for Heroes is there for them too.”