MacMartin has been appointed by the Ministry of Defence (MOD) to develop a national campaign aimed at raising awareness of the LGBT Restorative Measures Schemes and encouraging eligible veterans to come forward before applications close in December 2026.
The campaign forms part of the Government’s ongoing efforts to address the historic treatment of LGBT personnel who served in HM Armed Forces between 1967 and 2000, when individuals could face investigation, dismissal, discharge, or other forms of mistreatment because of their sexual orientation or gender identity.
The MOD’s LGBT Restorative Measures Schemes were established following the publication of the Independent Review by Lord Etherton, which highlighted the significant impact the ban had on the lives of LGBT service personnel.
The schemes include both financial and non-financial restorative measures. The £75 million Financial Recognition Scheme offers payments of up to £50,000 to eligible former service personnel who were dismissed or discharged because of their sexual orientation or gender identity, with additional Impact Payments of up to £20,000 available in certain circumstances.
Alongside this, the Non-Financial Restorative Measures Scheme provides a range of restorative actions, including personal letters of apology, restoration of rank, qualification of administrative discharge records, and replacement service items such as berets and cap badges.
To date, around 1,500 people have applied to the schemes. With the application deadline approaching in December 2026, the MOD is seeking to ensure that everyone who may be eligible is aware of the support available.
MacMartin will lead the development of the campaign, beginning with a comprehensive research and engagement programme involving former LGBT service personnel and key stakeholder organisations, including LGBTQ+ veterans’ charity Fighting With Pride.
The research phase will help shape an evidence-informed communications approach designed to reach those affected in a sensitive, respectful, and effective way.
Anna Hutton, Co-Founder and Director of MacMartin, said:
We feel privileged to have been entrusted with this responsibility and are committed to creating a campaign that helps ensure those who may be eligible are aware of the support available to them.
By combining behavioural insight, research, and creative communications, we hope to help more people access the recognition and restorative measures that form part of the UK's efforts to address this historic injustice."
The appointment reflects MacMartin’s commitment to delivering behaviour change and engagement campaigns that tackle complex social challenges through a combination of research, behavioural science, and creativity.
Further details about the campaign will be shared as the project progresses.
