Softly spoken. Simple words. An uncomplicated visual story. Packs a wallop.The UK campaign, Protection, by global creative agency, Leagas Delaney, for Royal British Legion highlights how even the most advanced military equipment cannot protect against the mental scars linked to military service. However, funds raised during the Poppy Appeal help RBL deliver support for service personnel and veterans suffering from the psychological impact of combat.
The nationwide campaign launched with 40-second and 20-second TVCs on ITV, Channel 4 and catch-up services on October 25 and will continue to run across multiple channels over the Remembrance period. The campaign is supported by a nationwide digital out of home presence and online content that build the story further. In the online films, three veterans share their experiences of the many ways RBL have helped them after their time in the military. They also discuss the beneficial impact of seeing the general public wear a poppy during the remembrance period.
Rebecca Warren, director: marketing and communications, the Royal British Legion, stated, “Many of those who serve in the British Armed Forces and their families are not significantly impacted by their experiences. But for others, what they experience during their time in service can understandably leave mental scars that affect them at different points in their life, and that’s why the Royal British Legion exists. With the combination of Leagas Delaney’s creative and Bicycle’s media planning, we hope this year’s campaign will build greater affinity for the cause within our target audiences and an understanding that donating for a poppy helps us continue our vital work.”
Tim Delaney, creative director, Leagas Delaney, added,”As mental health concerns are increasing generally, it is timely that the campaign highlights how those who serve suffer on the nation’s behalf. Our role was to demonstrate the plight of servicemen and women without being overly theatrical or melodramatic; authenticity being critical to the reality of their sacrifice.”
Media planning and buying for the campaign were by Bicycle.
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