We helped recruit volunteers though strong online and OOH messaging around the Tower and drove awareness of the installation via a blend of national press, niche magazines and local press positioning the Tower as a ‘must see’ event.

Each ceramic poppy represented a British or Colonial military fatality and gradually encircled the Tower creating a powerful visual metaphor illustrating the magnitude of the loss of life, raising awareness of this pivotal event to a whole new audience and providing others with a new way to remember.

22,000 volunteers planted 888,246 poppies in 160 shifts.

Media coverage has been of an epic scale, reaching 1.5 billion people through over 1,700 UK media reports including hundreds of UK and overseas broadcasts. HRP’s social media coverage resulted in over 40 million impressions.

During the installation, 5 million people visited The Tower of London.

And every single one of the 888,246 poppies were sold to the public helping to raise over £7m across all six service charities.