The Royal British Legion
They Still Go
Integrated brand awareness campaign.
Our campaign reached 7m people and drove almost 28k website visits. More importantly, there was a notable increase in people addressing the charity for support.
Historically, little effort was put into building the long-term value of The Royal British Legion organisation. As a result, a century after the charity was created, the general audience no longer connected with the higher purpose of this wonderful organisation.
Leagas Delaney decided to focus the communications around the crucial role The Legion plays in the lives of current and former service personnel. Our emotive film reminds viewers that despite risks and dangers faced by our service personnel “They Still Go”.
The long and short-form social videos include heartfelt interviews with ex-service personnel, as well as their partners and parents, exploring how military service has affected their lives and how The Legion has supported them.