Army Benevolent Fund marks Remembrance Sunday on BBC local radio

The brief

The charity set out to strengthen its place in national remembrance. It also wanted listeners to give, share their stories or sign up for events such as the Frontline Walk.

The angle

In 2025 the charity had something new: for the first time it placed dedicated poppy crosses in the Field of Remembrance at Westminster Abbey. That gave producers a fresh and moving moment in an anniversary year. BBC local stations plan their Remembrance programming weeks ahead, and they want voices with a link to their own patch.

On air

Veterans, serving soldiers and people who support the charity spoke about why remembrance matters to them.

The result

The campaign achieved 15 items and 1 hour 31 minutes on air, reaching 2.5 million with a 16:1 return on investment. Stations included BBC Radio London, BBC Radio Merseyside, BBC Radio Leeds and BBC Radio York.

Coverage highlights

• BBC Radio LondonBBC radio
• BBC Radio MerseysideBBC radio
• BBC Radio LancashireBBC radio
• BBC Radio LeedsBBC radio
• BBC Radio SheffieldBBC radio
• BBC Radio EssexBBC radio
• BBC Radio NorfolkBBC radio
• BBC Radio Three CountiesBBC radio
• BBC Radio NorthamptonBBC radio
• BBC Radio SuffolkBBC radio
• BBC Radio CambridgeshireBBC radio
• BBC Radio WiltshireBBC radio
• BBC Radio YorkBBC radio

What the budget bought

Figures from the campaign's Relations Group coverage report. AVE is what the same airtime would have cost as advertising.