The Royal British Legion has launched Poppy Support, a new 'sub brand' to increase awareness of its services.
A major survey by the charity showed that 72 per cent of respondents had heard of it, but only a third knew what it did.
The launch of Poppy Support coincided with the unveiling of a new art installation at Victoria Station in London.
The design is made up of thousands of photographs of people the charity has helped. When viewed as a whole, it resembles a giant poppy.
Ian Townsend, director general, of the Royal British Legion, said: "An incredible 10.5 million people in the UK are entitled to Poppy Support, yet many are unaware of the services available or feel too proud to ask.
"We have created the new brand to help us reach them."