Sun launches poppy app to keep remembrance "alive in digital world"

Popular British tabloid The Sun has launched My Poppy, a new smartphone app that allows users to create their own virtual poppy to adorn their digital devices and remember the fallen.

Created by The&Partnership’s The Box – part of News UK’s group of creative agencies Team News – users can set their poppy as their home screen, share it on social media and instantly donate ahead of Remembrance Day (11 November).

The app also allows users to make a one-click donation, with each pledge planting a new poppy within a virtual field, to support the Royal British Legion, the Armed Forces and Remembrance charity.

Remembrance Day has well and truly made its entrance into the digital landscape, with the app further encouraging users to share a “Poppy Selfie” and download the official charity appeal single, ‘No Man’s Land (Green Fields of France)’ by Joss Stone.

The Sun editor David Dinsmore commented: “The Sun is proud to have teamed up with the Royal British Legion on the My Poppy App. We hope our readers will download the app and give a little to support our brave boys and girls to whom we owe so much.”

Team News creative director, Robin Garton, added: “My Poppy is a great way of keeping the spirit and tradition of Remembrance alive in today’s digital world. We hope to see the virtual poppy field populated with hundreds of thousands of poppies by November 11 – bringing the online community together to remember the thousands who have fought and died to defend their country.”