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Military Resettlement Magazine Launches “I am Tommy Atkins!” campaign for 100 years of Remembrance

Jo Fitton-Bates
By Jo Fitton-Bates
October 23, 2019
LRL tommy

Leading military resettlement publication, Pathfinder International, has launched a campaign to raise awareness for Remembrance commemorations in the centenary year of the proceedings.

Annually marked on November 11, the first Armistice Day, now known as Remembrance Weekend, was held in 1919, a year after the end of World War 1. The first World War, also known as The Great War, was the conflict in which the generic term “Tommy Atkins” was used to describe a UK soldier.

Now, 100 years later, Pathfinder International, is highlighting the spirit and ethos of “Tommy Atkins” in a series of online videos and in depth interviews, by interviewing a veteran from every conflict, the UK forces have been involved in since World War 2.

Veterans include Simon Weston covering the Falklands War and best-selling author, Steve Heaney, talking about the Sierra Leone battle in the year 2000 and a 96-year old Lancaster Bomber aircrew member is the representative for World War 2.

Each veteran talks about their memories and what the spirit of “Tommy” means to them, then each one completes their story by adding the line…”I am Tommy Atkins!”  PFNov19p01

Pathfinder International editor, Mal Robinson goes onto explain, “we wanted to capture the essence of the “Tommy” soldier we have often heard about in World War 1. With this being the 100th anniversary of the Remembrance commemorations, we thought it apt to speak to a veteran from every conflict since World War 1, yet still retain that identity and close links to The Great War in a modern twist.”

The campaign which features online interviews and a collage of “I am Tommy Atkins!” lines, also invites other veterans, forces personnel and members of the public to get involved by making their own videos on their mobile phone and include the line “I am Tommy Atkins!”

Robinson goes on to add: “The “I am Tommy Atkins!” campaign is purely based on engagement with the general public in order for it to work and the response we have received to what is only a tease campaign at the moment, has been incredible. There have been near enough 10,000 views online of the various snippets of veterans, whilst many have already bought into what we are trying to do and uploaded their own “Tommy” tributes on social media, which is great to see.”

The production of the campaign is being carried out by Tall Image, film makers helping promote support services and the people they serve. Video editor, Joe Kemetmuller said: “We were approached by Mal at Pathfinder and we were immediately sold on the idea…who wouldn’t be? The content from the veterans is amazing in its own right, but as a collective and in such an engaging campaign, in which the public can also engage and interact, gives this project a unique feel overall.”

The “I am Tommy Atkins!” campaign has already begun the initial tease stage, calling for public involvement. The video footage of the veterans will be published online in episodes, one each day from October 31, leading up to the final collage video published on November 11, exactly 100 years on.

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