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Ad of the Week – Royal British Legion ‘Remember’

There aren’t many people called ‘Kady Potter’ in this world – as far as I know, I’m one of only 2 or 3. Your name is usually how you’re known, unless you have a really cool nickname. It becomes part of you, and a point of reference for everyone else.

The Royal British Legion plays on this association, and the fact that 2 people can share the same name, with a new set of simple ‘Remember’ ads. The Legion wants us to remember more of the 1,117,077 servicemen who gave their lives fighting in World War I. This year marks the centenary of the start of the war, and the remembrance period for this year is the longest ever.

We’re asked to remember Private Andy Murray, who died in 1915 at the age of just 23, and Private Harry Styles of the 10th Battalion (Manchester regiment). There’s also Lance Corporal Alex Ferguson and Second Lieutenant Tom W. Jones.

There are five ads running:

It’s such a clever and impactful way to get attention, presented in stark black and white. Few words are needed, as the posters use our strong mental associations with famous names and then add a thought-provoking twist.

Reading the copy at the bottom of each image, it’s also sobering to learn that many of the men named died young. Targeting a younger audience (such as One Direction’s fan base) means these brave soldiers can – and should – be remembered for much longer.

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