Building a long-term legacy programme
Challenge
Create a compelling legacy proposition rooted in the unique meaning, identity and shared values of serving in the military.
Solution
We developed Behind Every Poppy, a human-centred proposition focused on the veterans, families and frontline teams behind the symbol. We positioned legacy donors as offering strength to proud veterans living with the consequences of their service.
Result
Our creative approach centred around bespoke photography which encapsulated the core proposition and everyday heroism of our veterans. The proposition now underpins a full legacy communications programme, which has seen a significant uplift in legacy income and a stronger pipeline of future pledges.
