The Legion introduces modern take on ‘In Flanders Fields’ for 2017 Poppy Appeal

Lines of the renowned poem ‘In Flanders Fields’ appeared in iconic locations across the UK today – installed by The Royal British Legion to launch the 2017 Poppy Appeal.

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By re-creating John McCrae’s poem in seven locations the Legion aims to bring ‘In Flanders Fields’ into modern-day consciousness, encouraging people to Rethink Remembrance and consider the meaning of the poppy as a symbol both of Remembrance and hope for the Armed Forces community, past and present.

‘In Flanders Fields’ was written after poppies bloomed on the battle fields of the First World War, despite the death and destruction around them. It’s that life force growing in the most difficult of circumstances that connects the poppy with a message of hope.

"The Poppy Appeal 2017 is encouraging the public to recognise that your poppy supports the Armed Forces community past and present" Claire Rowcliffe, Director of Fundraising

The poem lines are located at Royal Hospital Chelsea in London, on Dunkirk Beach, on the White Cliffs of Dover, at the National Memorial Arboretum in Staffordshire, in Cardiff Bay, at Salford Quays in Manchester and outside the Sage in Gateshead.

The individual letters of the poem are made up of clusters of poppies, giving the impression the lines of the poem have grown from the ground, and when viewed from a height or at ground level will bring a new perspective to the famous poem and its meaning.

The Royal British Legion’s Director of Fundraising Claire Rowcliffe said: “The Poppy Appeal 2017 is encouraging the public to recognise that your poppy supports the Armed Forces community past and present, and is a symbol of both Remembrance and hope.

“The work of the Legion is as relevant and vital today as it was in the aftermath of the First World War when the charity was founded. The donation for your poppy will help the Legion support today’s Armed Forces community through hardships, injury and bereavements.

“We’re encouraging people to dig deep for this year’s Poppy Appeal to help us raise £47 million. The Legion’s work is entirely dependent on the public’s generous support – so please wear your poppy with pride.”

Rethink Remembrance

The Royal British Legion is asking the nation to Rethink Remembrance by recognising the sacrifices made by the Armed Forces community, past and present.

Rethink Remembrance

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