The Royal British Legion is revealing the unspoken secrets of life within the Armed Forces through an unabashedly candid campaign in the run-up to Remembrance Day.
Devised by London-based Leagas Delaney, ‘What They Won’t Tell You’ will look to authentically unveil the stories of Armed Forces members in order to build stronger emotional connections with the public, inspiring them to show their support by wearing the poppy.
The charity’s campaign will premiere tonight (12 October) during a screening of ITV’s Coronation Street and will continue to run across the broadcaster’s linear portfolio throughout October.
“It can be difficult for us to imagine the sacrifices made by our Armed Forces community. Our campaign for 2023 encourages the nation to understand and appreciate that a life of service often comes with difficulties and dangers, some of which can be hard for veterans and serving personnel to talk about,” Royal British Legion director of marketing and communications, Rebecca Warren said.
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“Our strategy for this campaign is to serve as a springboard into Remembrance and the Poppy Appeal – building an emotional connection between the nation and our Armed Forces in advance of the Appeal beginning.”
Further online content is set to be released during specific programme times, helping to build the campaign story through a series of short films featuring veterans and serving personnel sharing the importance of seeing others wearing the poppy.
Leagas Delaney chairman, Tim Delaney added: “It’s our continuing belief that to engage the public’s interest in the Royal British Legion, we must first make them care about the selfless dedication of the Armed Forces.
“This campaign highlights the bravery and stoicism shown by members of the Armed Forces community, giving the viewer a unique insight into their stories and experiences of service that often otherwise go unspoken”.
