Multidisciplinary Art Director Adam Atkinson is a young fresh creative & designer with a Masters in Advertising & Design who also loves bake-well tarts...

Brief: The RBL Never Forget tribute site went live on 11.11.10 (http://neverforget.tributefunds.com). It is a place where people who have lost someone in service can remember and honour them by setting up a tribute fund in their name, to raise money for The Royal British Legion. The brief is to promote the site, to those who have lost someone in the services, to encourage them to set up their own tribute fund so friends and family can visit the tribute fund, celebrate the life of the one they have lost and raise money on their behalf.

Solution: Working under my Creative director I visualized, designed and then implemented the front end development of the Never Forget Website awareness campaign. I choose to use the many Fans of the Royal British Legion on Facebook to initially advertise the site too through the setting up of The Never Forget Facebook page. Then working with a copy writer we created a series of ads specifically designed and targeted to get people just to like the fact there was a now a place to Never Forget dead and wounded soldiers. This capture of fans was then followed up by a series of messages starting conversations with the fans. I then Interlinked the Facebook page with the current website and setup a twitter page to house the same purpose. Working with a copywriter and film producer we filmed and interviewed a recent widower who explained how the Never Forget website had aided her in bereavement helped us to connect emotionally to users in the proximity.
This was then implemented onto the page using a Facebook Application allowing people to comment and watch the video. The Never forget Facebook page went from 0 – 10,000 likes in 6 weeks. The video received 6,000 views and 53 comments in the first 8 weeks. The websites traffic increased by 300%. The constant conversation between the website once a fund is setup and the Facebook and twitter pages means there is a constant update to fans with on going comments, likes and fund setups all through UGC.