Case study · Remembrance Sunday 2012

The Royal British Legion

Relations Group ran a broadcast PR campaign for The Royal British Legion around Remembrance Sunday 2012. A radio day of interviews put their spokesperson on air, securing 16 items of radio coverage with a combined audience of 2.1 million. Highlights included BBC Radio Solent, BBC Radio Devon and BBC Radio Norfolk.

Part of Remembrance Sunday on air →

16Items of coverage

2.1 millionCombined reach

2h 01mTime on air

Coverage highlights

BBC Radio SolentBBC radio
BBC Radio DevonBBC radio
BBC Radio NorfolkBBC radio
BBC Radio CornwallBBC radio
BBC Radio Three CountiesBBC radio
BBC Radio OxfordBBC radio

The story

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

What the budget bought

Campaign budget

£3,000

Coverage delivered

£4,175

Advertising value equivalent (AVE)

£23,911

PR value

£71,734

24:1return on investment: PR value is 24 times the campaign budget

Coverage delivered is the value of the items at the Relations Group rate card. AVE is what the same airtime would cost as advertising. PR value is three times the AVE. ROI is PR value divided by the campaign budget.

About Remembrance Sunday

Remembrance Sunday is held on the second Sunday in November to remember those who died in the two world wars and later conflicts. It is marked with services, parades and a two-minute silence at 11am, with the national ceremony at the Cenotaph in Whitehall. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.

Planning Remembrance Sunday for 2027?

Remembrance Sunday next falls on Sunday 14 November 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team