In an effort to raise awareness for a new generation of veterans that need both support and recognition for their service, RKCR/Y&R created a campaign with the The Royal British Legion, an association that provides welfare to the whole Armed Forces family, showcasing the sacrifice of modern veterans. The campaign was shown on a particularly important day, Remembrance Sunday, which, in the UK, is a time to remember and support those who lost their lives in war.
The "Rethink Remembrance" campaign was especially significant in highlighting the service of modern veterans as in a survey of one thousand adults, the public was shown to most commonly associate Remembrance with WWI and WWII vets and just over a third of those surveyed identified Remembrance with those who are currently serving. Aiming to widen this association, the touching “Rethink Remembrance" campaign highlights personal stories and experiences of four young veterans – a segment that is commonly forgotten by charities as well – to remind audiences to not only recognize the sacrifices of the past, but those of today as well.
The campaign showcases a series of films where British World War II veterans share moving stories of struggles in combat – ranging from battles of physical endurance to the depression and emotional instability that comes even after the war has ended. Using a vintage touch, at first, the viewer believes the stories being told in the film belong to the 80 and 90 year old WWII veterans and then are surprised to find they are actually the stories of modern veterans and those currently serving in the British Armed Forces.
“Individuals and families from across the generations of our Armed Forces community need the Legion’s support, as well as our older veterans… We hope through our campaign this year we will help people understand who they are supporting when they donate," said Claire Rowcliffe, director of fundraising at the Royal British Legion.
See additional videos from the campaign below:
The campaign also included a series of print ads that played with the publics perceptions. The timeless portraits were by renown Scottish photographer David Eustace with copy typeset on a period typewriter.
The campaign was creative directed by Psembi Kinstan, with creative by Anders Wendel and Elliott Tiney and design by Lee Aldridge. Portraits photography was by David Eustace and rostrum photography by Kevin Summers. The films were directed by Neil Huxley through B-Reel. Media planning and buying was handled by Maxus.