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The Royal British Legion Asks You to 'Close Your Eyes' and Contemplate the Selfless Work of the Armed Forces

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Leagas Delaney, VCCP Media and Croud Digital team up on multichannel campaign marking the RBL's centenary year

The Royal British Legion Asks You to 'Close Your Eyes' and Contemplate the Selfless Work of the Armed Forces

The Royal British Legion – in partnership with global creative agency Leagas Delaney, with media strategy provided by VCCP Media and Croud Digital – today launches its new multichannel campaign ‘Close your eyes’ in its centenary year. The campaign showcases the sacrifices made by the Armed Forces on our behalf and the pivotal importance the Royal British Legion has had in supporting them over the past 100 years.

The nationwide campaign launches with a 60 second TVC on 1st October, featuring a VO from Robert Powell, during Grantchester on ITV and will continue to run in a series of ‘unifying’ TV moments across ITV and Channel 4’s leading programming in October. The conversation will continue online with social activity targeted at specific programme times and driving people to learn more about the work of the RBL on the campaign landing page.

The broadcast activity will also be supported by long and short-form social videos featuring personal stories from ex-service personnel, exploring in-depth how their military service has affected their lives and how The Royal British Legion has supported them. 

The campaign will run until October 28th, which also marks the start of this year’s Poppy Appeal.

Gary Ryan, director of marketing, fundraising and remembrance, the Royal British Legion said: “In 2019 we set out on a journey to encourage people to understand and appreciate the sacrifices made by the Armed Forces community on our behalf, every single day. These individuals have made a unique contribution to society, and it is thanks to their service and sacrifice that we have the freedoms we enjoy today. In the RBL’s centenary year, as we look ahead to supporting our community in the next century, it’s as important as ever to communicate this message.”

Tim Delaney, chairman, Leagas Delaney said: “We are incredibly proud of our continued work for the Royal British Legion. It has always been our belief that we cannot ask the public to care about what the Royal British Legion does, day in day out, if they do not understand the sacrifices made by service men and woman. This campaign calls for a moment of reflection, during which the nation can consider the selflessness required to serve in the Armed Forces.”

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Genres: Dialogue

Categories: Military, Corporate, Social and PSAs

Leagas Delaney, Fri, 01 Oct 2021 12:15:20 GMT