The Royal British Legion's Poppy Appeal will focus for the first time on the hardship faced by ex-service people, rather than remembrance.
The appeal includes slogans such as 'Remember 4,000,000. The number of ex-service people with a long-term illness or disability. Don't forget your Poppy.'
The legion chose the new approach after research showed it needed to prioritise funding for its welfare work with ex-servicemen and women.
"The new appeal is right for our strategy," said Russell Thompson, director of marketing and fundraising. "We have tried to make the public aware that we have a huge task ahead."
The annual appeal has seen donations increase by more than 50 per cent within the past decade. This year's appeal has a target of £26m.