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To demonstrate the life-changing work The Poppy Appeal allows The Royal British Legion to do, we designed and developed a rich, interactive experience controlled by a simple scroll of the mouse. Following the poppy takes the user on a beautiful journey, showing exactly where donors’ money goes.

You can’t miss the Poppy Appeal, as the nation unites in an incredible act of remembrance every November… but how aware are we that the money goes to The Royal British Legion? Or what they do with the donations?

To educate the people of Britain, we designed and developed Follow The Poppy — a beautiful microsite where users could explore the surprising, innovative work their loose change funds. And we asked our 2 million engaged fans on Facebook to help spread the word by sharing bite-sized snippets of the story.

Simple, surprising stories

As they scrolled, a poppy moved down the page, integrating itself into each new scene. Each of these depicted an aspect of the great work the charity does — be it helping elderly veterans keep their independence, or providing facilities to help injured soldiers recuperate.

Each scene had hidden depths, with rewarding animations and video content for those who chose to explore further. (Hint: switch on the TV in the elderly veteran’s front room!)

Making it social

To launch the campaign, Facebook Fans were encouraged to share enticing images featuring characters from the Follow The Poppy journey, and to challenge their friends to find them. Those who followed the poppy right to end of the journey were invited to share the experience with their family and friends, or donate online.