Submitted by: Helen Hall 17/11/2015
Remembrance Day is mature as a campaign, so the Royal British Legion have to work creatively to recruit new supporters, particularly among younger age groups. The 11-11-11-11 campaign was designed to reflect on past and modern-day conflicts to resonate with a broad spectrum of consumers.
An intelligent doordrop model was developed that overlaid existing supporter data to pinpoint the best-performing postcodes by penetration and donation level. The stunning creative, featuring arresting imagery and interviews with injured servicemen, brought the campaign to life, and included a card poppy on which recipients could write messages of support and add it to a giant 11-11-11-11 Field of Remembrance display at Royal Wootton Bassett.