Few occasions hold quite the same significance in British public life as Remembrance. It is a moment that brings the country together, across generations and backgrounds, to reflect on the sacrifices made in the service of our country and the freedoms we enjoy today.
For many organisations, the question each year is whether to mark Remembrance publicly, and how. It is a question worth asking carefully, because this is one occasion where getting it wrong is not simply a misjudgement that PR might help to put right, but a failure of respect.
Remembrance belongs to those who served, those who died and the families who carry their memory.
Remembrance is also something uniquely rooted in Britain’s national story. That meaning should not be diluted or hijacked. Yet each year, some organisations confuse commemoration with political or commercial promotion. They try to change the meaning of the day, its symbols and therefore the great work of the Royal British Legion. Some place their brand logo alongside the message. Each may be well meant, but can in fact be deeply inappropriate.
The poppy itself is not a free-to-use symbol. It is a registered trademark of the Royal British Legion, which has said it may only be used to support the charity and its Poppy Appeal. The same principle applies to political and commercial use.
There are good reasons for a business to acknowledge Remembrance. Many have veterans, reservists or service families among their staff and customers. Pausing at 11am, in stores, offices and online, is decent and respectful.
The Royal British Legion’s work extends far beyond the Poppy Appeal, providing vital, year-round support to veterans, serving personnel and their families, from helping those facing homelessness to offering financial assistance, rehabilitation and lifelong care.
Please consider donating to the Royal British Legion here: www.britishlegion.org.uk/get-involved/donate