Every Pin Tells a Tale for The Royal British Legion's Powerful Campaign

As part of the 100th anniversary of the Battle of Passchendaele [the Third Battle of Ypres], The Royal British Legion has launched a campaign to generate income to help support all members of the British Armed Forces, veterans and their families.

'Every Pin Tells a Tale' has been created by Geometry Global UK and runs nationally. The integrated campaign includes print, digital and social marketing.

To commemorate the brave men who fought and lost their lives at Passchendaele, The Legion has created a limited-edition of brass poppy pins in association with TMB Art Metal.

Each pin is made from British artillery shell fuses found on the battlefield site, and contains earth recovered from the fields.  Every pin commemorates the life of each of the 60,083 British soldiers who fell at the Battle of Passchendaele - helping their story live on. 

The evocative imagery reflected in the pin tells the story of John Sutherland who was merely 23 when he fought and died in the battle, just one of the 60,083 stories that each pin remembers.

Karl Turley, Business Director Geometry Global UK commented on the campaign: "The Royal British Legion and Geometry wanted to create an emotionally shared experience that helps more people to act and support the Legion’s extraordinary work."

Explains John Norton, Head of Retail Trading, The Royal British Legion, “Geometry Global continues to help the Legion tell incredible human stories, with insights that connect and inspire people to own a piece of First World War history from the Battle of Passchendaele. The income raised will help the Legion provide lifelong support for the Armed Forces community - serving men and women, veterans, and their families all year round.”

This campaign is part of Geometry UK’s continuing partnership with The Royal British Legion created to inspire behaviour change and encourage people to see and donate to the Legion beyond Remembrance. 

In 2016, the campaign helped The Royal British Legion land the 2016 Enterprise Award at the Third Sector Awards – recognising innovation and effectiveness in commercial success.