The Royal British Legion is urging the public to ‘Rethink Remembrance’ ahead of this year’s Remembrance Sunday, in a campaign designed to emphasise that there is a new generation of veterans that needs support.
While its work supporting the veterans of the First and Second World Wars will continue, the number of survivors of these conflicts has declined over the years and the charity is keen to ask donors to rethink where their support is going.
A series of print ads by renowned Scottish photographer David Eustace, with copy typeset on a period typewriter, play off the public’s perception of Remembrance
In film, surviving British World War Two veterans share stories of bravery and sacrifice, which we assume are generations old. These personal testimonies are revealed to be from modern veterans – and this twist brings into focus the importance of the Royal British Legion’s contemporary welfare work.
The ‘Remembrance 2016’ campaign comprises press, outdoor, radio and online film and breaks on 27th October, running for two weeks. It has been devised by Rainey Kelly Campbell Roalfe/Y&R. Media planning and buying was handled by Maxus.
The British Legion’s direct marketing account is handled by a number of agencies, including the newly-named Cello Signal and Geometry Global.
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