The Royal British Legion, Remembrance Sunday 2012
- The aim
- The Royal British Legion wanted to raise awareness of the official Poppy Appeal single and position the appeal as support for the whole Armed Forces family.
- The message
- The Poppy Appeal mobilises 300,000 volunteers to distribute 46 million poppies, aiming to raise 42 million pounds, and the Legion spends 1.7 million pounds a week on welfare work.
- The angle
- This year's Poppy Appeal aimed to see 300,000 volunteers distribute 46 million poppies and raise a record 42 million pounds. The charity spends 1.7 million pounds a week on care and support, and an official Poppy Appeal single aimed for number one.
- On air
- The singer and songwriter of the official Poppy Appeal single
- The result
- 16 items of coverage reaching 2.1 million, including BBC Radio Solent, BBC Radio Devon, BBC Radio Norfolk, BBC Radio Cornwall.
Budget £3,000Delivered £4,175Above budget 39%On air 2h 01m
Read the case study →Army Benevolent Fund, Remembrance Sunday 2025
- The aim
- Army Benevolent Fund wanted to reinforce its role in national remembrance and drive people to donate, share stories or join events like the Frontline Walk.
- The message
- We were there then, we're here now, and we'll be here in the future, providing lifetime support to soldiers, veterans and their families.
- The angle
- For Remembrance 2025, marking 80 years since the end of World War Two, the Army Benevolent Fund planted poppy crosses at Westminster Abbey's Field of Remembrance for the first time, carrying dedications from soldiers, veterans and well-known supporters. The Army's national charity has supported soldiers, veterans and their families since 1944.
- On air
- Veterans, serving soldiers and supporters of the Army Benevolent Fund
- The result
- 15 items of coverage reaching 2.5 million, including BBC Radio London, BBC Radio Merseyside, BBC Radio Lancashire, BBC Radio Leeds.
Budget £11,000Delivered £11,350Above budget 3%On air 1h 31mServices interviews, spectrogram
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