By Seb Joseph

The charity is switching from a PR-driven approach to awareness building, a change it hopes will produce a year round calendar of marketing activity. Injured service personnel and families who benefit from the legion’s support will take centre stage, uniting its commitments to the “future of the living” and the “memory of the fallen” for the first time.

This is being delivered through the “Live On” platform, launched to promote the annual Poppy Appeal, which this year marks the centenary of the outbreak of the First World War. The concept, created by Rainey Kelly Campbell Roalfe/Y&R, will gradually roll out all Read full story ›

Source: Marketing Week