Created by integrated agency The Gate, the campaign focuses on current troops and images of soldiers in the Iraq and Afghanistan conflicts and their families for the first time.
The campaign consists of four creatives, featuring a Royal Marine who lost both his legs when his vehicle struck a makeshift mine in Helmand province, the widow of a soldier killed in Afghanistan and her six-year old son, an image of troops on active service and a picture of a casket being repatriated at RAF Lyneham.
All the campaign executions feature the tagline “For their sake, wear a poppy” to link the annual remembrance campaign with the current conflicts.
Outdoor, digital, online and ATM advertising launches on 19 October for three weeks.
Digital adverts will appear on screens on London Underground and Westfield shopping centre, London, while nationwide ATMs will carry ads.
The Gate also handled media planning and buying.
Russell Thompson OBE, director of national events and fundraising at The Royal British Legion said: “This year’s campaign is one of the most powerful and moving that we have ever run. Britain is fighting a war on two fronts and the Legion is now supporting an entirely new generation of veterans and their families.”