Poppyscotland has commissioned Good Creative to help change perceptions of the charity which exists to support ex-Servicemen, women and their families.
The charity, formerly the Earl Haig Fund Scotland, aims to change the popular notion that the poppy is associated principally with the two World Wars and that fundraising is a once-a-year activity. It wants to help the public understand that a large proportion of its work is now done to support veterans of recent and on-going conflicts, including those in Afghanistan and Iraq.
Poppyscotland invited a number of agencies listed on the Recommended Agency Register to bid for the contract. It had originally intended to appoint a direct marketing agency but Good won “because of its original thinking and enthusiastic approach.”
Fraser Bedwell, a spokesman for the charity, said that the new theme developed by Good “has the potential to be developed across a number of platforms and would fit perfectly with our year-round fundraising and charitable objectives.”
Chris Lumsden, co-director of the Glasgow-based agency, said: “Our task is not to challenge or change that but to make people think a bit more about what the poppy stands for in the modern world.”
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