Annual report for 100 years of remembrance
Creating a compelling narrative that looks both to the past and future
The client
The Royal British Legion
The challenge
The Legion came to us at the end of an exceptionally busy 2018. The challenge was to ensure that readers knew that the Legion is not only about the Poppy Appeal and championing remembrance: they also carry out extensive work in support of members of the Armed Forces community and their families, as well as lobbying politicians to support the Armed Forces community’s interests.
The solution
The Legion know what they want to say. Our contribution is to help them craft language that is warm and inclusive, as well as clear to anyone outside the organisation. We also help to structure sections so that they flow well and provide a compelling read.
The writing
“Fundraising had yet another successful year. All those involved – our members, volunteers and staff – give so much of their time and passion, and raise so much, year in year out, that it would be easy to take them for granted. We don’t. They are extraordinary people. We thank them for their unwavering commitment to raising the money that allows us to continue to do what we do in support of our serving personnel and their families.”
The results
This is the third annual report we’ve written for the Legion, and we've since written the 2019 report . It’s just one influence on how they are perceived as an organisation - both by the public and internally. But we were happy to hear the Legion raised more funds in 2017 than ever before.
The credits
Copywriting agency: Barnaby Benson Copywriting London
Copywriter: Barnaby Benson
Client: The Royal British Legion
