Lighting their Legacy

PLMR was appointed to deliver a high-profile media campaign for the Commonwealth War Graves Commission (CWGC) to mark the 80th anniversary of D-Day. The brief was clear: increase CWGC’s media presence, inspire younger generations to carry the legacy of commemoration, and overcome low brand awareness—all within a tight three-month window.

At the heart of the campaign was the Torch Roadshow, a powerful nationwide event symbolising the passing of commemoration from veterans to younger generations. With a crowded news agenda dominated by the 2024 election, PLMR devised a bold media strategy, combining newsworthy polling, celebrity engagement, and high-profile partnerships. Despite having no budget for influencers, PLMR successfully secured high-profile supporters with a genuine connection to the campaign, including Prime Minister Rishi Sunak, Dame Kelly Holmes, Lewis Moody, and Rory Stewart, while also building a lasting relationship with Stephen Fry for future collaborations. Results far exceeded expectations. The campaign secured 4,000 pieces of coverage, including a four-minute feature on BBC’s The One Show, a Daily Express double-page spread, and extensive exposure on BBC Breakfast, Good Morning Britain, The Times, and Sky News. It reached 53 million online views, with 13 million impressions among 15–34-year-olds, ensuring the message resonated with future generations. CWGC’s Share of Voice surged from 6% to 25%, firmly establishing it as a leading voice in national remembrance. More than just media coverage, Lighting Their Legacy built a pipeline of young advocates, ensuring the memory of D-Day and its heroes lives on for generations to come.