The Royal British Legion is launching its annual Poppy Appeal into social networking in a bid to target a younger audience. Its Poppy Man, a life size figure made from poppies, will host his own blog as part of the campaign.
The strategy, which launches today (October 20), aims to appeal to the “Web 2.0 generation” by following Poppy Man “on the road”. People will be encouraged to upload their own pictures and blog entries. The campaign will also be extended into social networks such as Facebook.
Russell Thompson, Royal British legion director of national events and fundraising, says that Moblogging will allow regional fundraisers and the public to “interact with Poppy Man” as he makes appearances in the next fortnight.
Poppy Man will also star in the Poppy Appeal poster campaign, which has been created by The Gate. The character was launched for the first time last year.