The agency will launch the campaign on 5 June, when a ‘major artwork’ made up of members’ photos will be unveiled in central London. The artwork will also go on tour around England.
The legion, which raises funds through its annual Poppy Appeal held around Remembrance Sunday each November, estimates that one in six people in England, Wales and Ireland is ex-forces and could be in line for assistance from the charity.
Support offered by the legion includes careers advice, retraining, care-home assistance and grants.
Director of corporate comms Stuart Gendall said the legion spent more than £75m helping ex-services personnel in 2005, but knew there were ‘thousands’ more people yet to come forward.
‘The campaign will invite the media to challenge people’s perceptions of the legion, enabling them to understand a little more about the way in which the legion spends the appeal money,’ explained Amazon account director Adrian Thomas.