The appeal, which has traditionally focused on the sacrifices made by British service personnel, raised more than £24m last year. The charity aims to raise £26m by emphasising the scale of its work with both serving and former servicemen and women.
The campaign, created by The Gate, highlights the fact that 10.5m people are eligible for its support and encourages people to wear a poppy.
This year's activity comprises direct-response national press and outdoor advertising that directs the reader to the campaign website and telephone number.
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