Help For Heroes is a charity aimed at helping injured service personnel returning from Iraq and Afghanistan launched in October of 2007 with an initial goal of raising $12 million. The organization was the idea of Appeal Chairman Bryn Parry and a group of friends and relations, many of who have connections with serving servicemen and women. Bryn and his wife Emma wanted to do something to help the wounded and came up with the idea of a sponsored bike ride. They mentioned it to some friends who mentioned it to some more friends and suddenly Help For Heroes was born and growing fast. A flurry of visits to various offices led to the campaign being blessed by the head of the army, Chief of the General Staff, General Sir Richard Dannatt. Help For Heroes is backed by the Army Benevolent Fund, the Army's own charity that does wonderful work for soldiers and other servicemen and women both directly and through its support of other service charities.
Robbie Williams performed at the Help for Heroes charity concert for service men and women, which took place on 12 September 2010. Robbie played Lazy Days, Let Me Entertain You, We Will Rock You, South of the Border, Supreme, Let Love Be Your Energy, It's Only Us, Millennium and Kids.