Download support for Poppy Appeal

This year, the Royal British Legion is offering the public an alternative way to give to the Poppy Appeal.

In return for a donation of £1.50, people can download an image of a poppy to their mobile phone.

Money donated to The Royal British Legion provides financial, social and emotional support to those who have served and continue to serve in the British Armed Forces.

This year's appeal was launched by opera singer Katherine Jenkins, dubbed the "Forces Sweetheart". She pointed out how vital the Legion's work is and how supporting the charity by buying a poppy is just as relevant today as it was in the past, maybe even more so.

She said: "With so many servicemen and women on active service across the world, the Poppy Appeal is needed more today than ever before."

Last year the Poppy Appeal, raised more than £24m and it is hoped that this year the Legion can top this and raise £26m, as they continue to offer counselling, career advice and retraining, welfare grants and remembrance travel to war graves.

To download a poppy, users text the word POPPY to 85099. A free reply is immediately texted back to their mobile phone containing a WAP link.

Participants then access the mobile internet site and are able to select from three different poppy wallpaper designs to download to their phone; two of which are animated. The designs include the words ‘Remember’ and the time and date of the two-minute silence on 11 November (11.11.11)

By downloading the poppy people will also receive a text reminder the day before 11 November to remind them of the two-minute silence in remembrance of the UK's servicemen and women.

Poppies go on sale tomorrow, Saturday 28 October until Sunday 12 November which is Remembrance Sunday this year.

Although people can also donate to the Legion online at The Poppy Appeal, it is hoped this additional way to give will appeal to a younger generation.

A less sophisticated version of this year’s mobile download campaign was trialled last year raising almost £30,000 in just four days.

Using more sophisticated technology, this year’s campaign offers a selection of downloads designed for a range of mobile phones, although certain restrictions mean that the technology cannot accommodate phones without a colour screen.

Russell Thompson, Director of Fundraising and Marketing for The Royal British Legion, said: "We're very excited about this new fundraising initiative which will help us reach out to a new generation of donors and supporters.

"With so many of our servicemen and women currently on active service around the world, the Poppy Appeal is needed now more than ever.

"We hope that the downloads will raise money for veterans of all conflicts – both young and old – and help us reach our £26m target."