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The Royal British Legion has unveiled 'The Story Behind the Poppy', created by Rainey Kelly Campbell Roalfe/Y&R

LONDON — The Royal British Legion, an organization dedicated to supporting British armed forces and military veterans, has launched its annual Poppy Appeal fundraising drive, which coincides with Remembrance Day, a World War I memorial that falls on the second Sunday in November.

This year's campaign compares portraits of soldiers from the First World War to those still serving or recently retired.

Rainey Kelly Campbell Roalfe/Y&R created the poster ads, which include the line, "Your poppy doesn’t only help the service men and women of the past."

The photos were shot by Tom Reeves using the same camera and techniques that his grandfather used to take pictures of soldiers during the Great War.

The campaign also includes online films. In addition to running in print and on outdoor sites, the posters will be exhibited at the National Media Museum.