Royal British Legion intelligent doordrop speaks volumes with a moment’s silence


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. 

The Case Study

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.


  • This momentous and highly targeted campaign recruited more than 28,700 new supporters, generating income totalling £2.5 million.
  •  Post-campaign analysis revealed that a high proportion of new supporters were in their 50s or younger, answering one of the Royal British Legion’s key objectives.
  • Cold activity was profitable from the outset, with an ROI of £1.15, while warm activity achieved a return of almost £6 per £1 spent. Over 80,000 card poppies were contributed to the display field.

Case Submitted By: Whistl


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