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Royal British Legion Account Win

Royal British Legion aims to reposition itself as UK's leading armed forces charity with RKCR/Y&R appointment

By Angela Haggerty, Reporter

April 3, 2014 | 2 min read

The Royal British Legion has appointed RKCR/Y&R to handle advertising briefs for fundraising and the Poppy Appeal.

Appointment: RKCR/Y&R won the brief

The agency has been tasked with repositioning the brand as the UK’s leading armed forces charity and expanding the public’s perception of its work. The organisation is currently more closely associated with World War I and World War II remembrance, and RKCR/Y&R will aim to highlight its other functions, such as providing rehabilitation for injured servicemen and support for their families.

Rupert Williams, managing director of RKCR/Y&R, said: “Most people who buy a poppy don’t know where their money really goes.

“If they knew that most of it goes towards supporting today’s injured servicemen, then the Poppy Appeal would gain greater relevance to a wider audience, in particular younger people, and increase donations. We are incredibly proud to be given the opportunity to help make that happen.”

The agency beat Beattie McGuinness Bungay and M&C Saatchi in partnership with Lida to win the account.

Royal British Legion Account Win

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RKCR/Y&R

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