PUBLIC RELATIONS AWARDS 2000: Campaign - Best Charity or Non-commercial Campaign




The Royal British Legion supported by Biss Lancaster

One of the Royal British Legion's major roles is keeping alive Remembrance, the ongoing campaign to ensure that the nation continues to commemorate the signing of the Armistice on 11 November 1918.

The organisation looks after the welfare of those who have served in the armed forces, and their dependents. As time passes, reaching a younger audience is increasingly important, although the wishes of those who remember the World Wars and subsequent conflicts are also vital.

With this in mind, the launch of the 1999 Poppy Appeal had two elements: at the London Eye pop band Westlife - number one in the charts at the time - promoted the youth angle; while the Queen Mother and the family of a Gulf War veteran suffering from Motor Neurone disease were the focus of a more traditional launch event.

Visibility was an integral part of the campaign. A poppy was projected onto the Millennium Dome, and painted on a British Airways plane's tailfin, and a National Express coach painted with poppies was used to launch the appeal. Laura Ashley sold poppies for the first time, and supermarkets Morrisons, Tesco and Safeway had initiatives of their own. Cornhill Insurance sponsored a TV advert which was shown 65 times, radio adverts were aired on Classic FM and Premier, and five direct mailings targeted existing and potential donors. As a result the poppy image was prevalent during November 1999 and almost pounds 19 million was raised for the appeal - an increase of pounds 1.2 million on 1998. A pack was mailed to 30,000 schools, outlining the importance of Remembrance Day, and included a CD-Rom. There was extensive coverage of events at the Cenotaph on the BBC and ITN, while more than 400 interviews were conducted on radio in the lead-up.

More than 70 per cent of the nation observed the two-minute silence on Remembrance Day, including 84 per cent of under-15s.


Domestic Violence - It's a matter of life or death

Oasis Media/Refuge

One in four women live with the threat of domestic violence. This campaign aimed to raise public awareness of the problem, emphasise its unacceptable nature and increase awareness of Refuge's 24-hour helpline. Provocative TV and print adverts were produced by Grey Advertising and an exclusive Trevor McDonald interview with Sheryl Gascoigne, a high profile victim of violence in the home, was negotiated by Oasis Media as part of a campaign week.


Touching Lives Campaign

Action Research

Kiss Goodbye to Breast Cancer

Avon Cosmetics with support from Breakthrough Breast Cancer

Get Kids on the Go

British Heart Foundation.

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