Strategy Insight Creative

// How Do You Wear Your Poppy?

We were asked to produce a contemporary, brave and standout film that would appeal to everyone that buys a Poppy.


The key message communicated in this film is that it is not important how you wear your Poppy, just as long as you are wearing one. This simple idea formed the basic message of the film. Working closely with The Royal British Legion, we identified that there is often confusion on how to wear one’s Poppy. In response, we pitched the idea of producing a film that made it clear that The Royal British Legion is not a stuffy and behind-the-times charity, and that it was wearing one that was the most important thing. We included a number of ages and demographics in the film, to help appeal to as wide an audience as possible.


The film was a viral hit, gaining more than 200,000 viewers, with the content used on the BBC, The Mirror, Daily Mail, Evening Standard, Music Week, Magic FM, The Times, ITV and Getty Images.

Get in touch

If you are looking at ways of getting your message heard by thousands of people and would like to discuss strategy, please get in touch with Ollie Machin, our business development manager, on 020 7831 6060.

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Clients Include

"RAW is a thoroughly impressive outfit. We’ve used them on projects large and small, and they have delivered on time, on brief, and on the money. Not only have they produced some superb pieces of online creative that have driven our cut through and engagement, they've also left behind a thoroughly satisfied client. We'd highly recommend them."

Robert Lee
The Royal British Legion