Poppy Appeal in £26m fund drive

LONDON - The Royal British Legion is giving its Poppy Appeal campaign a fresh focus as it seeks to smash its previous fundraising high.

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.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content