Royal British Legion Launches Campaign Asking People to Show Their Thanks to the Armed Forces

The Royal British Legion – in partnership with global creative agency Leagas Delaney, with media strategy provided by VCCP Media and Croud Digital – has launched its new multichannel campaign ‘Never Met’. The campaign highlights the risks the Armed Forces are willing to take on behalf of people they have never met. Drawing on the importance of the Poppy Appeal as a way for the nation to show its appreciation, the campaign asks the viewer to show they care by wearing a poppy, and in doing so, allowing the RBL to continue its vital work in caring for serving, ex-service personnel and their families.  

The nationwide campaign launched with a 60 second TVC on 11th October, featuring a VO from Scott Joseph, during Great British Bake Off and will continue to run across ITV and Channel 4’s leading programming in October. The conversation will continue online with social activity targeted at specific program times and driving people to learn more about the work of the RBL.

The broadcast activity will also be supported by long and short-form social videos featuring personal stories from ex-service personnel and their families, exploring in-depth what it means to them when they see members of the public wearing a poppy, how their military service has affected their lives, and how the Royal British Legion has supported them. 

Gary Ryan, director of marketing, fundraising and remembrance, the Royal British Legion said, “This year’s campaign encourages people to understand and appreciate the sacrifices made by the Armed Forces community for those they have never met. These individuals have made a unique contribution to protecting our way of life, and it is thanks to their service and sacrifice that we have the freedoms we enjoy today. Now more than ever it is important to communicate this message and show our appreciation for the risks the Armed Forces face on our behalf.”

Tim Delaney, chairman, Leagas Delaney said, “Our continuing belief is that we cannot ask the public to care about what the Royal British Legion does if they do not understand the sacrifices members of the Armed Forces are willing to take on behalf of those they have never met. This new campaign squarely addresses that view, highlighting the remarkable selflessness of our Armed Forces and asking the nation to show they care by wearing a poppy”.