Brand: The Royal British Legion
The charity wants to use its position to mark the centenary of the end of World War One.
The main challenge was to combat barriers to relevance and accessibility of Remembrance, and increase engagement from younger and more diverse communities.
The charity needed to touch many different people, across generations and cultures.
To do so, it called on many channels, from social media and experiential to education programmes and fundraising.
Then action was needed.
While keen to guide audiences on ways to give thanks, the organisation must offer people the freedom to be creative.