ABOUT

CHALLENGE: Address perceptions of The Legion's diminishing relevance in modern peacetime

INSIGHT: One average, someone living on every street of London is eligible for support from The Royal British Legion, every day of the year

SOLUTION: Re-position the brand from 'just poppies on Remembrance Day' to year round work in the wider community

RESULT: The principle 'The heart of the community' articulate's the charity's relevance to all sections of society, not just military. In other comms the evolving icons are used to illustrate under-taken organisational change and modernisation