Fortune favours the brave

IPA Effectiveness Awards Case Study 2016


The 2014 centenary of World War One was a big year for The Royal British Legion. How many organisations would have been brave enough to undergo a re-brand at such a pivotal time? Yet when people understand that RBL is as concerned with the welfare of today’s armed forces as it is with ‘remembrance of yesterday’s’, they are significantly more likely to give. This case describes how RBL’s position was turned on its head, and made about life, not death, so that the organisation’s 2015 Poppy appeal, Live On, focused on the welfare of current military as well as the fallen. Donations rose to record levels - delivering a profit ROI of £7.70 for every £1 invested which is expected to rise to £8.28 for every £1 when full 2015 data is counted.

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“ ‘LIVE ON’ has given us a way to future-proof The Royal British Legion so that we can help even more beneficiaries in the years to come. We use it to guide everything we do - from the Poppy Appeal right through to the welfare services that The Royal British Legion provides.”

Gary Ryan, Marketing Director
The Royal British Legion

Winners 2016

Silver Winner

Title

Fortune favours the brave

Brand

The Royal British Legion

Client

The Royal British Legion

Agency

RKCR/Y&R

Principal Authors

  • Alison Hoad - RKCR/Y&R

Contributing Authors

  • Heather Griffiths - RKCR/Y&R
  • Francesca Miles - RKCR/Y&R

Credited Companies

  • RKCR/Y&R - Creative Agency
  • Maxus - Media Agency

A very clear and compelling case that capitalised on interest in WW1 around the Centenary, and relaunched a brand that was increasingly irrelevant against modern competition. Jan Gooding, Aviva

Shortlist 2016

Silver Winner

Title

Fortune favours the brave

Brand

The Royal British Legion

Client

The Royal British Legion

Agency

RKCR/Y&R

Principal Authors

  • Alison Hoad - RKCR/Y&R

Contributing Authors

  • Heather Griffiths - RKCR/Y&R
  • Francesca Miles - RKCR/Y&R

Credited Companies

  • RKCR/Y&R - Creative Agency
  • Maxus - Media Agency

A very clear and compelling case that capitalised on interest in WW1 around the Centenary, and relaunched a brand that was increasingly irrelevant against modern competition. Jan Gooding, Aviva

Fortune favours the brave

IPA Effectiveness Awards Case Study 2016


The 2014 centenary of World War One was a big year for The Royal British Legion. How many organisations would have been brave enough to undergo a re-brand at such a pivotal time? Yet when people understand that RBL is as concerned with the welfare of today’s armed forces as it is with ‘remembrance of yesterday’s’, they are significantly more likely to give. This case describes how RBL’s position was turned on its head, and made about life, not death, so that the organisation’s 2015 Poppy appeal, Live On, focused on the welfare of current military as well as the fallen. Donations rose to record levels - delivering a profit ROI of £7.70 for every £1 invested which is expected to rise to £8.28 for every £1 when full 2015 data is counted.

Click to purchase this case study >