The Royal British Legion has launched a campaign centred around the fact that no gear can protect soldiers from the mental scars linked to military service.
The nationwide campaign kicked off with a 40-second and 20-second television commercial across ITV, Channel 4 and catch-up services.
Created by Leagas Delaney, the advert will run throughout the Remembrance period and will be supported by a nationwide digital out-of-home presence and online content to build it up further. Buying and media was by Bicycle London.
A set of striking out-of-home adverts feature the slogan “Shields against shrapnel, not panic attacks”. Meanwhile online films will tell the stories of three veterans who discuss how the Royal British Legion have helped them after their time in the military.
Leagas Delaney Tim Delaney said: “As mental health concerns are increasing generally, it is timely that the campaign highlights how those who serve suffer on the nation’s behalf. Our role was to demonstrate the plight of servicemen and women without being overly theatrical or melodramatic; authenticity being critical to the reality of their sacrifice.”
The Royal British Legion marketing and communications director Rebecca Warren said: “Many of those who serve in the British Armed Forces and their families are not significantly impacted by their experiences. ”
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“But for others, what they experience during their time in service can understandably leave mental scars that affect them at different points in their life, and that’s why the Royal British Legion exists. With the combination of Leagas Delaney’s creative and Bicycle’s media planning, we hope this year’s campaign will build greater affinity for the cause within our target audiences and an understanding that donating for a poppy helps us continue our vital work.”
Bicycle London business director said: “We are thrilled to collaborate with the Royal British Legion to drive awareness for the Remembrance Period. ”
“By leveraging strategic media placements with our partners, we aim to provide as much backing for RBL and in turn gather as much financial support for the members and veterans of the British Armed Forces, and their families. It really is an honour to continue working with the RBL for another year.”
Last year’s Royal British Legion advert focused on unspoken truths about life in the army.
