Repositioning The Royal British Legion

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As war veteran membership declines The Legion is modernising its image to diversify membership. We launched Legion in the Community Week to show it’s not just about poppies on Remembrance Day, it’s a membership organisation working in the wider community throughout the year.

The campaign illustrates an evolving organisation at the heart of the wider community. An integrated campaign of events in 15 regions, media relations, direct mail, point of sale, merchandise, advertising and door drops reinforced The Legion’s relevance today and defined its role in modern society. As a result there was an increase in regional membership and in awareness of The Legion’s wider role in the broader community. A national media relations campaign acheived national TV and press coverage.

The result

Due to the successful recruitment of younger members from the regions, Legion in the Community Week was successfully incorporated into the ongoing Taking the Legion Forward campaign and is repeated annually. We secured effective media coverage with 32m opportunities to See.

"One has given us first class support in this ground breaking project. The team has been actively involved in giving PR advice to all participants and succeeded in master-minding high level receptions and in gaining a wide range of positive media coverage. Staff at One are unfailingly positive, smart and supportive"

ANDREW BAINES, PROGRAMME MANAGER, TAKING THE LEGION FORWARD