The Royal British Legion will focus on the poverty and loneliness faced by ex-servicemen in this year’s Poppy Appeal. The campaign marks a stark change in strategy for the annual appeal.
Previously, the charity has appealed to the public by focusing on the sacrifices made by servicemen and women.The new campaign strategy, which has been created by The Gate, will highlight "hard-hitting statistics" including that 927,000 ex-service people live on an annual income of £5,000 or less and that 180,000 are never visited by a friend or relative.
Russell Thompson, marketing and fundraising director, says that the 60th anniversary of the end of the World War II was a "turning point". He adds that it is important to remember those who gave their lives but also that there are over 10.5 million people who are eligible for support from the charity.
The 2006 Poppy will run nationwide on posters, in the national press and on the London Underground. Last year, the Poppy Appeal raised £24.7m, an increase of 71% over a nine-year period. It aims to raise £26m this year.