Count Them In

The Royal British Legion is responsible for providing care for Armed Forces ex-servicemen and women, but because the Census did not give people an option to record their veteran status, they were an invisible group. We ran a hard-hitting campaign camouflaging veterans against different locations around the country to highlight they were missing in plain sight, and urging the Government to change the Census. Over 500 pieces of earned media coverage prompted MPs to pledge their support in Parliament, which led to ex-Armed Forces status being added to the Census.