Engaged a younger audience in the Poppy Appeal with a social media campaign that called on stars from the world’s of fashion, sport, music, entertainment, television and film to share why they wear a poppy. Hundreds of big names including Lewis Hamilton, Rita Ora, Harry Kane, Jessica Ennis Hill, Andy Murray, Mo Farah, Wayne Rooney, Tom Fletcher, Rudimental and Millie Mackintosh, who modelled a bespoke poppy dress, told the stories behind why they wear a poppy on their social media channels and encouraged their followers to do the same. #MyPoppy trended for a week, drove over 1,000 pieces of coverage, millions of video views and helped raise a record £43 million, surpassing Comic Relief’s Red Nose Day as the best-known charity campaign in the UK in the process.