In honour of Canadian veterans who served their country in the Canadian Armed Forces, HomeEquity Bank, provider of the CHIP Reverse Mortgage, is the proud presenting partner for the … read morefourth consecutive year of the Legion National Foundation Digital Poppy Campaign. This year the Legion National Foundation and HomeEquity Bank are proud to present the Letters Home campaign – a unique way to help bring Canadians of all ages a poignant reminder of the many wartime sacrifices of Canada's veterans.
Agency: Zulu Alpha Kilo
The campaign will help connect current homeowners to residents from the past by sending replica letters from Canadian soldiers who fought in the First and Second World Wars to their originally intended addresses across Canada in the weeks leading up to November 11. These genuine letters – sourced from the Canadian Letters & Images Project at Vancouver Island University, who make the archived letters available to the public – offer a unique and insightful window into the past, while also using today’s QR codes to help drive poppy donations and share a moving and thought-provoking video featuring Canadian veterans speaking about the importance and power of wartime letters. Created by Zulu Alpha Kilo, the idea was born from the fact that as time since these wars passes, a growing number of young Canadians struggle to make a connection to our history. Now, everyone across the country will be able to forge a connection to the young men and women who served them by participating in Letters Home. “In this digital age, receiving a physical letter (that isn’t a bill) is a special moment,” says Zulu Alpha Kilo ECD Brian Murray. “We felt this was a powerful way to reach Canadians, have them connect with the past in a tangible way, and remind them that these soldiers were real people who lived where we live and dreamed as we dream.” The campaign’s digital map at Letters-Home.ca will allow Canadians to find and read letters sent close to their address, along with a prompt to donate to the Digital Poppy campaign in the name of a soldier who had originally written the letter. “We wanted to give all Canadians a chance to engage with our campaign. Even if a letter wasn’t sent directly to your house, it’s still powerful to read a letter that was sent to your street or neighbourhood. It makes history feel close and relatable.”
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