How did the Commonwealth War Graves Commission get a younger audience to participate in the very first War Graves Week? Through the emotive power of the written word in printed ‘letters home’ form. Print Power spoke to M&C Saatchi’s Executive Creative Director Matt Lee about their DMA Awards Gold-winning advertising campaign.
Is there anything that so poignantly brings to life the horrors, hardship and heartbreak of life on the frontline in both wars than letters sent from the trenches to home? Those words made real the camaraderie, bravery, interminable suffering and loss of soldiers writing home to their families and loved ones. So much so, that even in reading them today, you can’t fail to be moved by their highly personal and powerful description of war.
It's the power of the written word in printed ‘letters home’ form that agency M&C Saatchi harnessed for their client The Commonwealth War Graves Commission (CWGC) to create awareness of the first ever War Graves Week. With over 300,000 casualties commemorated across the UK, there is more than likely a Commonwealth war grave on your doorstep.
The pandemic meant gatherings and memorials were limited or cancelled, so the CWGC was struggling to get a new and younger audience to participate at local and online events. They had to rethink how to get their message across.