Long-term partnership breathes new life into fundraising appeal

Cheryl Cole raises awareness of the Poppy Appeal

What we achieved

  • Strategy

    Long-term Partnership

  • Creative

    Approach and Concept Development

  • Production

    DRTV, Social Content

The poppy is one of the most recognisable symbols in UK fundraising appeals. But what does it mean in the modern day? And why do people still choose to wear it?

We’ve worked with The Royal British Legion for over 8 years to update the meaning of Remembrance. And, as the image of a veteran changes over time, we’ve made sure public perception does too.

Raw London have continued to push our creativity to ensure our content really lands with our audiences. I can’t recommend them enough.

Head of Remembrance – The Royal British Legion
Royal British Legion supporter with a poppy
Child talks about her army mum on Mother's Day as part of a fundraising appeal
Mother and child with their fundraising appeal poppy

Tackling misconceptions

People from all walks of life can have a connection to the army. So, our approach to content is broad and wide reaching. From filming and live-streaming Remembrance events, to out-of-home and social media video, our content spans every stage of the supporter journey.

Working across various teams, we unify different channels and audiences under one voice – a voice that tells the real story of The Royal British Legion, the poppy and it’s beneficiaries.

Opening minds

Connecting our own insight with the brand’s business challenges has allowed us to create a whole host of unexpected creative ideas – each one shedding new light on a long-standing cause.

For example, our award-winning social experiment raises awareness of VJ Day, while awe-inspiring stop motion reveals the true meaning of Flanders Field. We’ve even used animation to tell amazing beneficiary stories – and celebrated army mums with hilarious tell-all moments with their kids.

  • The Drum Marketing Can Change the World Awards

    Best Video



  • EVCOM Screen Awards

    Winner of Winners



  • EVCOM Screen Awards

    Laurus Award



  • EVCOM Clarion Awards

    Brand Communication