Poppyscotland ask Good Creative to modernise brand
Glasgow based design agency Good Creative has been asked by Poppyscotland to modernise the way in which the poppy is viewed by the public.
The Drum announced three weeks ago that Good Creative had been hired by the charity to work on brand activity, while Tangible would take on direct marketing projects.
The charity is worried that the poppy is associated mainly with the two world wars and fundraising is a once-a-year activity for the Poppy Appeal, but the charity also supports veterans of other conflicts, such as Afghanistan and Iraq.
Chris Lumsden, co-director of Good Creative, has said that they have not been hired to change the image, but to make people think about what it stands for.
It has been reported that Poppyscotland had intended to appoint a direct marketing agency to design a contemporary advertising campaign, but chose Good Creative as the preferred bidder because of its original thinking and enthusiastic approach.
It was suggested that the charity has committed £30,000 to a TV and radio campaign, with charity spokesperson Fraser Bedwell telling CivilSociety: “The Poppy is synonymous with Remembrance Day and for that reason November will always remain a focal point for our fundraising activity but we want to make the appeal relevant all year round.
“We will be using a range of different media to raise our profile including advertising, PR and social media. We have 6,000 followers on Facebook as well as a Twitter feed and Flickr and YouTube sites.”