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ADVERTISING CAMPAIGNS

Poppy Appeal ‘Remember 40,000 families’

Agency: Gate Worldwide

Client: Royal British Legion

The Royal British Legion has launched a series of emotive posters for this year’s Poppy Appeal in a bid to highlight lack of official support for injured soldiers and their families.

The creative above features Tina Thompson (36) from Stourbridge, West Midlands and her two-year-old son Aidan. Her husband Mick, was killed when his motorcycle collided with a 4x4 while travelling to work at the British military base in Cyprus.

Tina was told she would not receive a full military pension because Mick was not on duty at the time. Legal support from the legion has alllowed her to contest the decision in court.

The poster gives the appeal a political edge. This year the government was accused of breaking the Military Covenant, which promises fair treatment to soldiers, by failing to provide proper after-care for Afghanistan and Iraq veterans and their families.

The issue was brought to wider attention by a recently launched 'Honour the Covenant' campaign from the Legion.

Another poster features Allen Parton, 47, from Clanfield, Hampshire, who served as a weapons electrical engineer in the navy. He had a car accident and is now in a wheelchair unable to feel his legs or right arm. 

Last year's Poppy Appeal raised a record £26m, a third of the £75.5m required to carry out the Legion's work.

The appeal sees 300,000 volunteers distribute around 36 million poppies, 100,000 wreaths and sprays and 750,000 remembrance crosses.

Much of this money funds Poppy Support, the Legion's range of welfare services set up to support those who served or continue to serve in the armed forces.

AJR
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