Westminster City Council: Armistice Day

Westminster City Council, a London local authority, brought the stories of the British and Commonwealth soldiers who died in World War One to people in London at the centenary of Armistice day.

Campaign details

Brand: Westminster City CouncilLead agency: TMW Unlimited

Campaign Overview

For the 2018 centenary, Westminster Council wanted to create an occasion that would resonate in London and beyond.

Strategy

Research showed that Remembrance weekend is losing meaning among younger generations.

Some even see it as a celebration of war.

The centenary was an opportunity to restore meaning and create empathy.

100 years after the end of the First World War, which claimed the lives of one million British service people, TMW's experience highlighted the human cost of the war.

Collective spirit was the key concept.

In...

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