The Royal British Legion
Saying thank you to the WW1 generation
Creating the most important charity brand campaign in 100 years to say thank you to the whole of the WWI generation and the legacy they’ve left behind for us.
2018 marked the centenary of the end of the First World War and Leagas Delaney were tasked with developing a campaign for the Royal British Legion that not only recognised the sacrifices made by the Armed Forces, but by also saying thank you to those men, women and children who remained on the Home Front, and the legacy that flowered out of the hardship.
The campaign needed to be the pinnacle point of the Thank You movement in the immediate weeks leading up to Remembrance Day. It further needed to appeal to a younger and broader section of society than had previously been targeted. The challenge to us was to build a positive impactful messaging on innovations and legacies that came out of the war, and say thank you.
Acknowledging that their wonderful legacy includes not just ground-breaking social change and works of art, throughout the film, the star-studded cast recognise the pioneering innovations in medicine and technology that came out of the war, such as prosthetics and parachutes.
We needed to pack a punch, competing with lots of other charity causes, ones more relevant to a younger demographic, and deliver impact way above the budget and media spend. We decided to use very carefully selected famous celebrity national treasures to deliver our message of legacy and thank the First World War generation for an aspect that was relevant or pertinent to them in some way.
Showcasing the invention and development of parachute technology which was pioneered during the First World War and having Bear Grylls deliver the message, meant we maximised the appeal and interest around the legacy and told the story in a way that wasn’t forced or sentimental, but with the importance and reverence it deserved.
A big part of the roll out strategy was to be seen and heard at key moments and places of national importance. So pushing for a 60 second TV spot during the X Factor or ensuring high-profile OOH sites showcased ‘Thank you’ message for 2 min at 11am on the 11th day of 11th month – was crucial. The campaign extended to online banners and film content wherever possible including all the owned channels.
The campaign has generated phenomenal PR response and created a big impact in the nations mind.