Royal British Legion asks nation to say thanks with national drive

LONDON – The Royal British Legion is marking the 60th anniversary of VE Day and VJ Day with a major DM campaign to urge the British public to say a big thank, which will see the veterans charity use DRTV for the first time.

"The Nation's Biggest Thank You" aims to raise over £3m in funds for the Legion's welfare work and to thank those who fought and sacrificed their lives in the Second World War.

The campaign has been created by The Royal British Legion, Target Direct and The Gate, using direct mail and door-drops to reach almost 10m people, along with direct response television and direct response radio.

Flags will be placed across London's Trafalgar Square for celebrations on the government's official World War II Commemoration Day on July 10. Photos of the events will then be used in later newsletters and fundraising material.

Target Direct, which has worked with the Legion for the last eight years, undertook a feasibility study with people from its Grey Rainbow programme and by using telephone research to drive the size and message of the campaign.

The campaign for 2005 is the Legion's biggest DM campaign, outstripping by far its annual Poppy appeal in November.

The DM campaign consists of: 3.5m mail packs; 6m door-drop packs; 250,000 supporters receiving a special anniversary edition of the Legion's newsletter Poppy Press; 123,000 special pack inserts; follow-up thank you postcards and mailings; schools mail pack and materials; free victory party packs; outdoor ads, including the London Underground; press ads; and a dedicated microsite.

Andrew Jones, head of direct marketing at The Royal British Legion, said: "We are asking for relatively low donations as our objective is different to that of our Poppy fundraising later in the year, it's about getting people involved."

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