Case Study:Fundraising
Campaign name:2 minute silence
Client:Royal British Legion
WPP Company:Burson-Marsteller, London


The Royal British Legion is the UK's leading Armed Forces charity providing care and support to all members of the British Armed Forces past and present and their families.

The Poppy Appeal is The Royal British Legion's flagship fundraising event and in 2010 Burson-Marsteller was hired and tasked with creating a campaign that engaged a younger, digital audience. Burson-Marsteller took the Legion's most notable asset, their role as custodian of the 2 Minute Silence, and created a single that could be downloaded via iTunes. The single was entirely silent with an accompanying video featuring 20 leading celebrities such as the British Prime Minister David Cameron, Thom Yorke, Andy Murray, David Tenant and Mark Ronson.

The single created chart history as the first ever silent single to enter the UK charts reaching number 20 in the BBC Charts and selling over 20,000 copies. The campaign generated over 200 pieces of media coverage and celebrity endorsements on social media reached over 16 million consumers.
  David Cameron

David Tennant

Mary Portas



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