White background, Pay Tribute box containing poppies. Hand in front holding cellphone with the HSBC RCL Pay Tribute App. Words on the box "In honour of those who served. In memory of those who fell.

HSBC + Royal Canadian Legion Pay Tribute

How we transformed a nearly century old tradition spurred by the pandemic

Client

  • HSBC

Office

  • Canada

Challenge

Every Remembrance Day in Canada for the last 100 years, members of the armed forces, veterans and volunteers sell lapel pin poppies to support Canadian veterans and their families in need of financial assistance.

But fewer and fewer people are seen wearing them and buying them as the donation boxes only accept cash and we as a society are moving to a more cashless economy.

At the same time, there is a rash of thefts associated with these boxes each year as they contain money - sadly making them a target for thieves.

This year added an additional challenge, that the fundraising would have to be done without subjecting our most vulnerable to risk of contracting Covid-19. A safer way to donate was needed.

Inspiration

Every Remembrance Day in Canada for the last 100 years, members of the armed forces, veterans and volunteers sell lapel pin poppies to support Canadian veterans and their families in need of financial assistance.

But fewer and fewer people are seen wearing them and buying them as the donation boxes only accept cash and we as a society are moving to a more cashless economy.

At the same time, there is a rash of thefts associated with these boxes each year as they contain money - sadly making them a target for thieves.

This year added an additional challenge, that the fundraising would have to be done without subjecting our most vulnerable to risk of contracting Covid-19. A safer way to donate was needed.

Idea

By redesigning the iconic Poppy Box as a completely tap enabled, contactless and cashless experience we knew we could drive more sales of poppies overcoming the cashless barrier and in light of the global pandemic, make those most vulnerable less so by not asking them to handle any currency which might be carrying the virus.

We needed an unattended solution that could operate as both a reminder of the sacrifices our veterans have made and also a means of carrying on the tradition of selling lapel pin poppies.

Growth

The result of this first year’s partnership between HSBC Canada and the Royal Canadian Legion has been so successful it has resulted in a long-term agreement to continue supporting the Legion for the next 5 years.

The sales it generated reversed what was to be a down year of fundraising due to the pandemic.

The campaign has been shared by our prime minister, defence minister, the mayor of Toronto and ranked top 5 financial campaigns by AdForum.

CASE21
White background, Pay Tribute box containing poppies. Hand in front holding cellphone with the HSBC RCL Pay Tribute App. Words on the box "In honour of those who served. In memory of those who fell.
Close up of White background, Pay Tribute box containing poppies. Hand in front holding cellphone with the HSBC RCL Pay Tribute
Image of partially visible credit card to the right of the screen. The electronic poppy lit up, besides the words Pay Tribute $2 and the tap icon
INSCRIPTION saying all capitals saying In Honour of Those Who Served. In Memory of Those Who Fell
Grey background with Pay Tribute box containing poppies. Words on the box "In honour of those who served. In memory of those who fell. Four squares on both sides of the page with images of a tombstone, poppies and a cellphone with Pay Tribute app.

Please provide your contact information to continue. Detailed information on the processing of your personal data can be found in our Privacy Policy.

Awards

2021 Applied Arts Awards

Design: COVID-19 Response-Single


Winner

2021 SIA Awards

Reinvention


Silver

2021 SIA Awards

Design


Bronze

2021 Webby Awards

Advertising, Media & PR: Experience Marketing


Honoree