The Sun has launched My Poppy, a smartphone and desktop app dedicated to keeping the spirit of remembrance alive in today’s digital world.
Created by The&Partnership’s The Box – part of News UK’s group of creative agencies Team News – the app creates a virtual poppy that users can save on their smartphone home screen or share on Facebook and Twitter ahead of Remembrance Day (Tuesday 11 November).
My Poppy users can make a one-click donation to the Royal British Legion, the Armed Forces and Remembrance charity, with each donation generating a new poppy within the virtual field. The app also encourages users to share a ‘Poppy Selfie’ and download the official charity appeal single by Joss Stone ‘No Man’s Land (Green Fields of France)’.
The Sun editor David Dinsmore said of the app: “The Sun is proud to have teamed up with the Royal British Legion on the My Poppy App. We hope our readers will download the app and give a little to support our brave boys and girls to whom we owe so much.”
Team News creative director, Robin Garton, added: “My Poppy is a great way of keeping the spirit and tradition of Remembrance alive in today’s digital world. We hope to see the virtual poppy field populated with hundreds of thousands of poppies by November 11 – bringing the online community together to remember the thousands who have fought and died to defend their country.”
My Poppy’s launch coincides with a print campaign from The Sun, also created by Team News, and an editorial feature in the newspaper rallying the nation in Remembrance 100 years since WW1.