We created EveryManRemembered.org, a website where people could find their namesakes among the fallen, find the location of their grave or memorial then post a few words of tribute, a story and/or photos and make a commemorative donation in their honour.

Then we tapped into celebrity culture, identifying prominent celebrities who share names with fallen soldiers, and then nudging them to invite others to visit the site. Ads were positioned around editorial content immediately relevant to the fallen namesake, so ‘Remember Andy Murray’ was placed on features about the tennis player. Finally we cherry-picked TV spots to run alongside the print.

To date, almost 140,000 tributes have been made, totalling £1.38m in donations with 71% of donations coming from first time givers.

When the first TV spot aired, such was the response that the website couldn’t cope with the number of concurrent users as traffic saw an uplift of over 300%. Social media went into over-drive with Andy Murray himself picking up on his own advert and posting it to his Facebook wall, generating thousands of likes and starting scores of new conversations.

The Royal British Legion has now been rated as Britain’s Most Trusted Brand (BAV 2014).