Every Pin Tells A Tale

Background

The Royal British Legion is a charity that supports veterans of the British Armed forces. Its biggest fundraising campaign each year is the Poppy Appeal, held every year in November around the signing of the armistice to end WW1 at 11am on the 11th day of the 11th month 1918. 2018 was the centenary of the end of the war and an unmissable opportunity for the Legion to connect with the British public. The age of the average donor was over 60 so the task was to raise both interest and donations to the Poppy Appeal.