We co-created and tested 13 potential platforms to engage the nation, recognising the positive legacy of WW1 on today’s Britain.

The challenge

The 100th Anniversary of the end of WW1 in 2018 provided The Royal British Legion a once in a generation opportunity.  They wanted to engage the nation to recognise the positive legacy of WW1 on today’s Britain as well as commemorating the sacrifice of WW1 generation.

This also provided an opportunity to create a platform to engage audiences to future proof income.

The solution

We co-created 13 potential platforms and tested these with 100 people across the UK. We discovered that people wanted a personal connection, a face, a name or story, to bring WW1 to life. We ran workshops with artists, veterans and historians to create the 'Thank You' campaign.

The Royal British Legion team launched the 'Thank You' campaign in 2018, to mark the centenary of the end of WW1, the nation came together to say Thank You to the First World War generation, all who served, sacrificed and changed our world.

The impact

The 'Thank You' campaign was brought to life by the marketing team.

  • Thank You was central campaign of all Remembrance activity in 2018 with national and local engagement

  • Everyone at Festival of Remembrance at Royal Albert Hall had a photo of a person to hold up to say thank you

  • Major supporters including England Football, Cricket and Rugby teams, and Sainsbury's