The Royal British Legion (RBL) has launched its annual Poppy Appeal with a focus on raising awareness of the mental health challenges faced by veterans. This year’s campaign, which began with an event at HMS President in London, aims to shed light on the psychological scars that can linger long after military service.
The event, held near Tower Bridge, brought together members of the Armed Forces community, offering activities such as mindfulness and meditation sessions designed to promote mental well-being. Veterans like Tony Routledge shared personal stories, highlighting the lasting impact of their experiences. Routledge, a former Royal Signals Bombardier, described the severe depression and PTSD he faced after his service in Iraq, recounting how he threw his medals into a river during a mental health crisis.
“I felt the country didn’t care about my service. I couldn’t feel proud about being a soldier anymore,” Routledge shared with BFBS Forces News. “I’ve gone through a lot of PTSD and I’ve never really asked for help… Five years of locking myself away.” With the support of the RBL, he has found a path to recovery, reconnecting with his family and rediscovering joy.
This year’s campaign carries the powerful message, “Shields against shrapnel, not flashbacks,” underlining the emotional toll of military service. The campaign includes a new television advert airing across ITV, Channel 4, and digital platforms, created by the agency Leagas Delaney. It features the stories of three veterans who detail their journeys with the RBL’s help after leaving the military.
Tim Delaney of Leagas Delaney emphasized the importance of authenticity in portraying veterans’ experiences: “As mental health concerns are increasing generally, it is timely that the campaign highlights how those who serve suffer on the nation’s behalf. Our role was to demonstrate the plight of servicemen and women without being overly theatrical or melodramatic.”
The RBL’s initiative aims to raise £51.3 million this year, funds that will support the organization’s broad range of services for veterans, personnel, and their families. From specialist referrals for acute mental health conditions to community-based support, the RBL is committed to offering comprehensive care.
Rebecca Warren, RBL’s Director of Marketing and Communications, spoke about the organization’s mission: “Many of those who serve in the British Armed Forces and their families are not significantly impacted by their experiences. But for others, what they experience during their time in service can understandably leave mental scars that affect them at different points in their life, and that’s why the Royal British Legion exists.”
In addition to the television campaign, the RBL has rolled out striking out-of-home adverts featuring the slogan, “Shields against shrapnel, not panic attacks.” These adverts, combined with online films, aim to build a deeper understanding among the public of the struggles some veterans face.
Bicycle London, the agency behind the media strategy, expressed pride in their continued collaboration with the RBL. “By leveraging strategic media placements, we aim to provide as much backing for RBL and gather as much financial support for the members and veterans of the British Armed Forces, and their families,” said Bicycle London’s Business Director.
The 2024 Poppy Appeal also coincides with key anniversaries, including 80 years since the Normandy Landings, 25 years since the end of UK forces’ involvement in Kosovo, and 10 years since the conclusion of combat operations in Afghanistan. These commemorations serve as a reminder of the sacrifices made by service members, and the RBL’s campaign seeks to ensure their contributions are not forgotten, especially the mental toll they have endured.
With 50,000 collectors fundraising nationwide, the RBL hopes to foster greater empathy and support from the public, emphasising that every poppy purchased directly aids their vital work in providing ongoing support to those who have served the nation. As the campaign progresses, the RBL remains steadfast in its mission to be a lifeline for veterans, helping them navigate the mental health challenges they face and ensuring they are not alone in their struggles.
