NZ’s hidden veterans highlighted with RSA poppy appeal

Last week, the RSA commenced its Poppy Appeal, which is aimed at providing ongoing support to the 60,000 veterans who have served in places such as Bosnia, East Timor, and Afghanistan over the past 30 years.

Despite being everyday New Zealanders, these veterans may carry unseen wounds from their deployments, and it is the role of the RSA to assist them and their families.

While the RSA continues to remember those lost in World War I and provides support to veterans of World War II and Vietnam, many of those requiring support today are between 30-50 years of age. 

Working alongside Dunedin based creative agency Walsh & Beck, Sir Richard Taylor and Rik Athorne from Wētā Workshop provided creative input and direction on the campaign. Taylor’s driving intent was to keep the work of the RSA at the forefront of New Zealanders minds.

“The team at Walsh & Beck have collaborated with the RSA to deliver a terrific reminder to all of us regarding the ongoing support required for our returned services personnel each year.  This commercial, directed by Wellington director Ben Milsom and utilising veteran Ryan Gilbert delivers a touching and powerful message for why we all must remain in support of those who serve our country.”

The campaign features 34-year-old veteran Ryan Gilbert from Tekapo who served in Afghanistan and is the president of the Mackenzie RSA. Gilbert chose to tell his story in recognition of all those who have served and suffered.

“I hope people will see my story and realise there are thousands of New Zealanders like me who have signed up to serve. We have our own stories, we have our reasons for signing up, but all of us gave a lot.”

Walsh & Beck Creative Director Paula Hellyer said that working with Wētā Workshop helped to refine the strategy behind the campaign. 

“Working with Richard and Rik allowed us to really examine the concept of remembrance and stay focused on the veteran story. They challenged us to deliver a compelling message with sensitivity and compassion. The crew were all incredibly passionate about the project and grateful for the opportunity to raise awareness of the issues facing our veterans.”

RNZRSA Chairperson Maj Gen (Retired) Martyn Dunne believes that that campaign reflects the reality of the work that the RSA is engaged in. 

“Without the generous support from the wider New Zealand public, support to our veterans would be limited. We understand there are many demanding circumstances across Aotearoa New Zealand and this appeal comes at heightened times of need. Regardless the RSA poppy appeal has served our veterans for over 101 years and our appreciation is profound.”

The RSA Poppy Appeal campaign runs throughout the month of April.

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