FUNDRAISING NEWS: British Legion focuses on Falklands veterans

ANNIE KELLY

The British Legion is launching an online campaign to encourage young people to support Falklands war veterans and move away from the idea that the charity is only for second world war veterans.

"It's important that we establish ourselves as a body that helps all ex-servicemen and veterans no matter what war they fought in. With the current situation in Afghanistan, there may be more soldiers in need of our help in years to come,

said Andrew Jones, head of direct marketing at the British Legion

Marking the 20th anniversary of the Falklands war, the charity is running an online campaign to raise funds for its work with veterans and ex-servicemen who depend on the Legion's continued assistance.

The Legion's Poppy Appeal web site (www.poppy.org.uk) has been redesigned to reflect a Falklands war theme and includes information and case studies of soldiers affected by the war.

Jones said that it was important to target a younger audience whose support is vital for the continuing work of the charity.

"We're using media such as the internet to start building relationships with supporters from a much younger age,

he explained.

Supporters will be targeted through an email campaign sent out to the Legion's database, which will encourage people to pass the message on to friends and family and visit the web site to donate.

The Legion will also be promoting the campaign on the internet search engine Google, so that people searching on key words such as "Falklands

will see an ad for the site.

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