From announcing new projects and launching events to celebrating successes and milestones, we work all year round to increase awareness, engage with supporters and raise funds.
RAISING OUR PROFILE
Highlights included the launch of the 2013 Scottish Poppy Appeal, which achieved excellent media coverage. The launch was fronted by The Proclaimers and generated a high level of broadcast and print coverage. Other media opportunities included Edinburgh Poppy Day, the Inverness launch, the Fields of Remembrance, Poppy Saturday and the lighting up in red of several iconic Scottish landmarks. A photoshoot with singer Susan Boyle and poppy collectors secured additional coverage towards the end of Poppy Week.
Our media profile outwith the Appeal was excellent, with a particular highlight being a four-hour live broadcast by BBC Five Live radio from our Inverness welfare centre. We also received celebrity support from TV presenter Jackie Bird to launch Poppyscotland’s cycling initiative Cycling 4 Comrades. The national Armed Forces Day event in Stirling in June provided another opportunity to raise the public profile of Poppyscotland as did several initiatives linked to the programme of First World War commemorations. These included Every Man Remembered, a campaign to honour all Commonwealth Servicemen and women who died in the First World War, and Lights Out, an initiative that invited people across the country to turn their lights off on the night of 4th August. This marked 100 years to the day and time that Britain joined the conflict and households were asked to illuminate their homes with a single candle or flame instead.
Poppyscotland’s social media profile continues to be a great asset for the charity and we experienced exceptional growth once again in this area. Our Facebook following increased by 11% between the end of the 2013 Scottish Poppy Appeal and September 2014. Our total Facebook engagement (comments, likes and shares) increased by 290%. Our YouTube channel had 55% more views with nearly two million minutes of Poppyscotland video footage viewed. On Twitter a further 80,000 engagements were achieved.
Poppyscotland’s retail activity grew significantly in 2013/14 with total net income in this area rising to £110,000, up from £78,000 in 2012/13. We increased the number of temporary retail units (poppy-up shops) during the Appeal from 5 in 2012 to 10 during the 2013 Appeal and expanded our product range considerably.