2019 Bronze Charity
04 Dec 2019
Client: The Royal British Legion
Campaign Name: The Nation says "Thank You"
Campaign Overview
The charity wants to use its position to mark the centenary of the end of World War One
Strategy
The main challenge was to combat barriers to relevance and accessibility of Remembrance, and increase engagement from younger and more diverse communities.
The charity needed to touch many different people, across generations and cultures.
To do so, it called on many channels, from social media and experiential to education programmes and fundraising.
Then action was needed.
While keen to guide audiences on ways to give thanks, the organisation must offer people the freedom to be creative.
Creativity
To demonstrate relevance, stories were told of the generation who changed lives 100 years ago; focusing on the impact their sacrifices continue to have on our daily lives.
This included not only soldiers’ stories, but those from women, children, the commonwealth and more.
Royal British Legion engaged its entire organisation.
It produced huge amounts of content, from curated videos to experiential events and long-copy fundraising direct mail campaigns.
Results
The Campaign was a huge success, with 55 million chances to see.
The charity had 620,000 unique visits to its website, the nation rallying to say “thank you”.
The Team
Robert Lee, Assistant Director of Remembrance and National Events, Remembrance & Marketing, Royal British Legion - Jane Clancy, Assistant Director of Marketing, Remembrance & Marketing, Royal British Legion - Simon O'Leary, Assistant Director, Community and Mass Events, Fundraising, Royal British Legion - Guy Upward, Assistant Director of Fundraising: Individual Giving, Fundraising, Royal British Legion - Louise Ajdukiewicz, Assistant Director - High Value Giving, Fundraising, Royal British Legion
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