Royal British Legion Focuses on Mental Health of Veterans in New Nationwide "Protection" Campaign Ahead of Remembrance

Oct. 24, 2024

The Royal British Legion, in partnership with global creative agency Leagas Delaney and media planning and buying agency Bicycle, is launching a new multichannel campaign, 'Protection’. The campaign highlights how even the most advanced military equipment cannot protect against the mental scars linked to military service. However, funds raised during the Poppy Appeal helps RBL deliver support for service personnel and veterans suffering from the psychological impact of combat. 

The nationwide campaign launches with a 40” and 20” TVC on ITV, Channel 4 and catch-up services on 24th October and will continue to run across multiple channels over the Remembrance period. The campaign is supported by a nationwide Digital Out of Home presence and online content that build the story further. In the online films, three veterans share their experiences of the many ways RBL have helped them after their time in the military. They also discuss the beneficial impact of seeing the general public wear a poppy during the remembrance period. 

Rebecca Warren, Director: Marketing and Communications, the Royal British Legion said:

“Many of those who serve in the British Armed Forces and their families are not significantly impacted by their experiences. But for others, what they experience during their time in service can understandably leave mental scars that affect them at different points in their life, and that’s why the Royal British Legion exists. With the combination of Leagas Delaney’s creative and Bicycle’s media planning, we hope this year’s campaign will build greater affinity for the cause within our target audiences and an understanding that donating for a poppy helps us continue our vital work.”

 

Tim Delaney, Creative Director, Leagas Delaney said:

"As mental health concerns are increasing generally, it is timely that the campaign highlights how those who serve suffer on the nation’s behalf. Our role was to demonstrate the plight of servicemen and women without being overly theatrical or melodramatic; authenticity being critical to the reality of their sacrifice.”

 

Hannah Saunders, Business Director, Bicycle London said:

“We are thrilled to collaborate with the Royal British Legion to drive awareness for the Remembrance Period. By leveraging strategic media placements with our partners, we aim to provide as much backing for RBL and in turn gather as much financial support for the members and veterans of the British Armed Forces, and their families. It really is an honour to continue working with the RBL for another year.”