POPPYSCOTLANDV IS FOR VICTORY: ADAPTING A CAMPAIGN IN A PANDEMIC Find out more
Poppyscotland’s 75th anniversary of VE Day campaign had been planned to be the charity’s first substantial acquisition campaign for quite a while.
A multi-channel campaign including radio, inserts, door drop, DM and bus rears that was supposed to culminate in a big VE Day parade and ceremony in Edinburgh on May 8th 2020.
The creative had been finished, the media bought and, after months of hard work, everyone was really excited… then COVID-19 hit.
Suddenly, the entire campaign was in doubt: Should we continue? Could we? Was it right? Would it work?
After much soul searching, we all felt we should carry on. That, in the midst of one crisis, people should have the opportunity to pay tribute to those who had helped us through perhaps one of the greatest crisis of all. It’s a momentous day in history and it’s fitting that we pay our respect. In some ways, we wondered if the challenges we were all suddenly facing might even bring us closer to that wartime generation.
So, with only weeks to spare, Poppyscotland and DMS introduced a re-activate approach; reviewing and responding to the daily government updates and adapting the VE Day campaign for the strange new world which began to unfold before us.
With the 75th anniversary parade and ceremony cancelled and the country in lockdown, we switched to inviting people to pay tribute and donate online. Alongside Poppyscotland’s marketing team producing social content, sharing supporter stories and messages.
Re-writing copy, adapting calls to action and scripts across all channels. It was a challenge made all the more difficult with the shift to home working but, with a lot of video calls and patience, we did it. It was a real team effort, made possible thanks to the fantastic support of the team at Poppyscotland.
Admittedly, we were all feeling the nerves but, as thousands of responses and moving tributes started to roll in, it really did feel like V is for victory. Against all odds, we’re proud to have done our bit to bring people together for the 75th Anniversary of VE Day, and to have the chance to help support our veterans and those who serve today.