Royal British Legion

  • Campaign won six CIPR PRide GOLD awards
  • Hundreds of veterans laid old ghosts to rest
  • Coverage in all national newspapers and TV!

Insight

We’ve been working with the travel arm of the Royal British Legion for over five years. The Royal British Legion was awarded significant funds from the Treasury to offer D Day veterans, and latterly all veterans of WWII, a free journey of remembrance to where they once served. It’s the nation’s ‘thankyou’ and a chance for veterans to lay old ghosts to rest.

Our challenge was simple: there’s no database of veterans so please use the power of the media to get veterans to sign-up.

Implementation

We need you! We wanted to get news editors on our side and make them feel it was their duty to spread the word. We wanted to make the most of storytelling and engage with veterans, their children and grandchildren.

A media campaign was created to target all national and regional newspapers, BBC radio and TV news channels. We researched veterans back stories and set-up interviews about their experiences and reasons to return to boost awareness and inspire others to sign-up. Letters to the editors were distributed to editors in chief. TV crews joined the tours of veterans returning to the battlefield, once again telling their story, but also demonstrating how the experience enables veterans to lay old ghosts to rest.

Emotive photography and film was shot to boost the media and social PR campaign.

Impact

The PR campaign achieved coverage in The Sun, Metro, Daily Express, Daily Mirror, Daily Mail, The Telegraph and Independent as well as over 150 regional press titles, ITV and BBC regional news and over 75 BBC radio interviews.

Literally hundreds of veterans from WWII have now returned to where they served, from Normandy to Burma and Monte Cassino to India! Families say they now understand dad, mum or granddad so much better now they know what they went through. Veterans have shared a tear or two; but have finally been able to lay old ghosts to rest.

The campaign has won six GOLD CIPR PRide awards and was shortlisted for a national Chartered Institute of Marketing Excellence award for ‘Best Use of PR’.

“The media campaign has awoken the public’s awareness of our LIBOR funded tours. Thanks to Big Wave PR we’ve been able to take hundreds of veterans back to where they served to help them lay old ghosts to rest – it’s an emotive experience for all.”