This year, the RSA launches their biggest Poppy Appeal in years and the driving force behind the campaign is a small Dunedin creative agency.
The team at Walsh & Beck developed the creative concept and undertook production for the national campaign, including providing support materials to over 180 RSA’s around Aotearoa. The campaign features five veterans from a range of backgrounds and ages.
Director Paula Hellyer became involved with the RSA last year through a film project her and partner Alex Lovell-Smith worked on with veterans.
“The RSA wanted to highlight the situation of younger veterans. People are not aware that since 1990 New Zealand has created over 30,000 veterans under the age of 50. They’ve served in places like Iraq, East Timor, Bosnia and Afghanistan, working with them and hearing their stories really impacted on us,” says Hellyer.
RSA Chief Executive Marty Donoghue, says that the face of the RSA is changing, and while this campaign is about raising funds to support the organisation, it is also about educating the public.
“The total number of those eligible for our support is much higher as the RSA provides support to all current and former serving members of New Zealand’s Defence Forces and their families. We offer a range of support including advice and guidance, advocacy services and financial support to improve accessibility in accommodation, enable access to mental health services, get medical conditions treated, and ensure that children and whānau of the fallen and injured are looked after,” says Donoghue.
Hellyer says that internationally ‘street appeal’ donations are in decline, particularly among younger markets who are less likely to carry cash. The Poppy Appeal this year has a heavy digital presence with the use of QR codes to allow donations from anywhere.
“We’re focusing on the month of April for the Poppy Appeal, rather than just one day. Covid has hit the RSA hard in the past few years and we wanted to give them the best chance possible to raise the funds they need to support veterans”.
2022 marks the hundredth year of the Poppy Appeal, which was conceived by French woman Madame Anna Guérin as a way of remembering the fallen.
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