Poppyscotland overhauls marketing to modernise perceptions

Poppyscotland is overhauling its marketing communications in a bid to modernise its message following a merger with The Royal British Legion which runs the Poppy Appeal in England.

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The Scottish charity hopes to dispel perceptions that the Poppy Appeal is associated primarily with the two World Wars and that fund-raising is a once-a-year activity.

It hopes to communicate the modern values of the charity and a closer connection to its support of servicemen in the Afghanistan and Iraq conflicts.

It has appointed design agency Good Creative to modernise the perceptions of the annual poppy fundraising appeal and is preparing to launch a long-term year-round communications strategy.

Previously it has launched separate campaigns each year without integrating across channels.

The charity plans to increase its use of social media through Twitter, Facebook and YouTube to build engagement on a day to day basis and better communicate where the donations go.

Fraser Bedwell, head of marketing at Poppyscotland, says: “We want to create greater synergies across all our activity throughout the year. We want to develop a year-round profile and so it’s critical to have that.”

“The new theme has the potential to be developed across a number of platforms and would fit perfectly with our year-round fundraising and charitable objectives.”

The poppy is a symbol of remembrance for war veterans and the charity, alongside the Royal British Legion, supports ex-servicemen and women and their families.

Poppyscotland, formerly the Earl Haig Fund Scotland, rebranded in 2006 and says it is now in the second phase of its modernisation strategy.

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