The Royal British Legion – in partnership with global comms agency Leagas Delaney and VCCP Media – launches its new multichannel campaign ‘They Still Go’. The campaign showcases the pivotal role The Royal British Legion plays in the lives of current and former service personnel.
It marks a shift in focus for The Royal British Legion to its work outside the November Remembrance period, and highlights the broad, perennial nature of the support it offers.
Spanning brand assets, TV, VOD, digital and social, the campaign includes 60 second, 40 second and 10 second video narrated by actor Mark Strong, reminding viewers of the risks and dangers faced by our service personnel, punctuated by the drumbeat-like cadence that despite this “They Still Go”. The narration underscores footage of military life and the modern reality of warfare.
Long and short-form social video includes emotional interviews with ex-service personnel, their partners and their parents, exploring in-depth how their military service has affected their lives and how The Royal British Legion has supported them.
The nationwide campaign will feature a series of ‘unifying’ TV moments across ITV and Channel 4’s leading programming, including Great British Bake Off, Britain’s Got Talent: Champions and the Rugby World Cup during September and October. The conversation will continue online with social activity targeted at specific programme times.
Gary Ryan, Director of Remembrance & Marketing at The Royal British Legion said: “The work we do for current and ex-service personnel never stops. These are individuals who have made a unique contribution to society and we’re incredibly proud to sit at the heart of a nationwide network to support them. We’re also really proud of the campaign Leagas Delaney has created which should resonate strongly with that core message – and that VCCP Media has placed the campaign to run in programming watched by millions, to create a broad and shared awareness of the work we do all year round to honour our Armed Forces.”
Tim Delaney, Chairman, Leagas Delaney said: “Serving in the Armed Forces is a life-defining, extraordinary sacrifice that a large number of selfless, inspiring men and women have made over the years. The support The Royal British Legion can provide them with covers a surprisingly broad range of services, from physical and mental wellbeing support, to help with finances, employment and even connecting people with their local communities. This campaign highlights that contribution, and will hopefully raise awareness that support for them should exist beyond a single day in November.”
Nick Baum, Non Executive Director at VCCP Media said: “The nation can be truly proud of the incredible role The Royal British Legion plays in supporting the Armed Forces, Veterans and their families. The range of support that the organisation provides serving military personnel, veterans and their families is inspirational and yet the public are often unaware of the range and depth of the services provided. This powerful TV campaign not only highlights the inspirational commitment of our serving personnel, but also educates the public on the huge range of ways The Royal British Legion provides support to those affected throughout their lives.”
Source: Leagas Delaney