The Royal British Legion: Fortune Favours the Brave

This case study shows how the Royal British Legion, an armed forces support institution, rebranded itself in order to engage with a wider audience.

The Royal British Legion: Fortune Favours the Brave

Principal author Alison Hoad, RKCR/Y&R Contributing authors: Heather Griffiths and Francesca Miles, RKCR/Y&R

Executive Summary

They say that fortune favours the brave.

2014, the WWI Centenary, was a big year for The Royal British Legion. How many organisations would have been brave enough to re-brand at such a pivotal time?

Yet when people understand that RBL is as concerned with the welfare of today's armed forces as with Remembrance of yesterday's, they are significantlymore likely to give....

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