2019 Silver Best Use of Mail

Agency: Cello Signal

Client: The Royal British Legion

Campaign Name: Honouring D-Day 75

Campaign Overview

Providing an opportunity for the public to feel part of the commemorations of D-Day was important.

At the beaches of Normandy where so many fell, the charity created a visual and moving tribute.

Strategy

The anniversary is likely to be the last large-scale commemoration of D-Day involving veterans.

To give supporters the opportunity to be part of it, the campaign was interactive.

Compelling stories from D-Day were fused with historic information, in long-copy format, to bring D-Day to life.

Readers could respond with their own messages of thanks and remembrance, used to create a moving tribute on the beaches of Normandy.

It was compelling for supporters, providing a tangible way to take part in the anniversary, and pay tribute to heroes.

All respondents received a personal postcard from the team, depicting the installation featuring their message on the beach, and thanking them for joining in.

Creativity

The charity knew its supporters like long copy.

A mailpack consisted of a letter and 16-page magazine, telling the history of D-Day and stories of veterans.

Telling the story in the voice of Barbra Hurman - a telephone operative for the Auxiliary Territorial Army during D-Day and a Legion beneficiary - connected supporters to the past, while bringing it up-to-date by highlighting how she had been supported more recently.

To build engagement, readers were encouraged to send in their own messages.

These were used to create a unique, interactive installation taken to the beaches of Normandy, then Portsmouth.

The installation was formed of large letters spelling D-Day 75, and allowed visitors to the beaches to view the messages before adding their own - including veterans making an emotional return to the beaches.

Results

The campaign was well received by supporters.

More than 20,000 personal messages were submitted for inclusion.

In the six weeks after the mailing, calls, letters and emails rose by more than 35%.

There were multiple requests for additional copies of the mailpack for supporters to pass on.

Response to the follow-up postcard was also phenomenal, with many supporters getting back in touch to thank the Legion for allowing them to be part of the commemorations.

Veterans appreciated the installation.

It was part of the homecoming commemorations, and has subsequently gone on a tour of Legion Pop-In centres across the UK.

The Team

Guy Upward, Assistant Director Fundraising, The Royal British Legion - Marie Doyle, Head of Supporter Development & Engagement, The Royal British Legion - Rita Ip, Direct Marketing Product Manager, The Royal British Legion - Sacha Anthony, Campaign Manager Cause Led, The Royal British Legion - Deirdre Cahill, Campaign Coordinator Cause Led, The Royal British Legion - Kate Morgan, Senior Account Director, Cello Signal

Contributors

WJ Linney, Promo Signs