A creative campaign for Broughton House, a charity-run care home for ex-servicemen and women in Salford, has been launched.

The campaign, ‘We Serve Those Who Served Us’,celebrates Broughton House’s centenary year after opening in 1916 during WWI. Since then it has been caring for over 8,000 veterans from the North West area. It is currently home to over 40 residents, which it provides support for at every hour of the day.

The project has been driven by the award winning global healthcare communications agency Havas Lynx, who began to work with Broughton House after being invited to a gala dinner. ‘We saw the incredible work that the home does and heard some of the stories from its residents and thought – we need to share this,’ says Havas Lynx Creative Director, Jon Chapman.

Working with photographer Daniel Walmsley, they took a series of intimate, untouched photos of the home’s residents, as well as some of the objects and artefacts that played important parts in their lives – from medals to bullets.

The photos are currently on display at an exhibition hosted at HOME Manchester, across two floors. The Lord Mayor of Manchester marked the official campaign launch on its opening night on Friday 22nd January, which was also attended by Broughton House staff and residents, several of which were moved to tears on seeing the photos. The exhibition runs until Sunday March 6th 2016.

A book has also been created as part of the campaign. It tells the story of how the house was founded and shares some of the residents’ memories, from a three-year ordeal in a Japanese POW camp to a first-hand experience of the D-Day landings. The book, printed by Pressision Press, features an original drawing of the house by artist Jennifer Quinn and paper by G.F Smith – all of whom gave their time and resources for free.

As well as raising money for the charity, the campaign is designed to raise awareness for Broughton House and pay tribute to the extraordinary contributions its residents made in serving their country.

Bren O’Callaghan, Visual Art Programme Manager at HOME said: “On seeing Daniel’s striking, untouched portraits of the residents of Broughton House, I knew I wanted to present them in our public-facing Granada Foundation Galleries. The sitters are both humble and noble in equal measure; serving also to present an unapologetic depiction of ageing and reminding us that beauty is not simply skin-deep.”

Speaking about the campaign, Broughton House Chief Executive Ty Platten said: ‘The exhibition of photographs and accompanying book of the veterans of Broughton House has created more than mere still images of ex-servicemen. They have created a historical footprint, preserving the memory and spirit of those that served from Manchester. But go beyond even that, they have captured and conveyed the quiet, unassuming modesty and dignity of the British veteran.’

For more information on the campaign, visit: weservethose.com

For more information on Broughton House, visit: broughtonhouse.com