British Legion in Facebook drive

PR Week UK 25-Jul-07, 18:00

The Royal British Legion is turning to ubiquitous social network Facebook to reach a new generation of potential Poppy Appeal volunteers.

The charity needs to entice a younger generation of supporters to replace traditional volunteers who are becoming too old and frail.

Alongside its usual marketing and PR methods, it has set up a ‘Poppy People’ profile and an ‘I want to be a Poppy Appeal collector this November’ group on the social networking site.

Director of national events and fundraising Russell Thompson said: ‘Facebook is an incredibly powerful tool to reach directly out to a huge resource of younger people with plenty of energy. We hope it will prove invaluable in recruiting new volunteers.’