In the 80 years since the outbreak of the Second World War, there have been more non-military deaths and injuries than in the entire history of human conflict.

It's time to remember the unsung heroes of war.

Every family has someone. Show the world they matter.

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Women in War -

St Pauls in the Blitz

Thousands of women were, and still are, involved in conflict.


From current military services and going back to the Women's Land Army, communications, factory workers, nursing - the list is endless.


Not all were on the Front Line, but all put themselves at risk.

Show they matter. Wear one of our poppy pin badges today.

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Battle of Britain

Images of our brave aircrews flying out against the odds to defend our shores still hold strong.


However, we should also remember those behind the front lines who came under fire behind them, from the radar operators and air traffic controllers, to ground crews and other auxiliaries.

Show they matter. Wear a pin badge today.

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Perils at Sea

Our Naval forces rightly deserve recognition.


Many of those involved were based ashore and came under fire.

However, we must also pay tribute to the Merchant Seamen. They found themselves at risk from the Arctic to the Pacific, as well as those who worked closer to home in the Docks and Lifeboats.

Show they matter. Wear one of our pin badges today.

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On the Ground

80 years ago, average men, women and children in Britain found themselves facing direct attack through bombing raids. Many lived and worked in cities doing everyday jobs and became targets.Many of our cities suffered in the Blitz. We've chosen St Paul's as symbolic of the fighting spirit shown by the 'forgotten Heroes'.

Many others worked to help the war effort in factories, communications and other services that became direct targets for enemy activity.


These unsung heroes kept Britain running and many died or were injured in the process.


Every family had or has someone involved. Let's celebrate them. Wear one of our lapel badges today


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Animals by our side

Many, many animals have joined in human conflict.


They have no choice but to faithfully help us and save those in danger.


We remember these loyal and brave friends who gave their lives and today continue to serve us in many ways.

Show they matter. Wear one of our pin badges today.

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Bomber Command

From the early days of the Second World War. RAF Bomber Command were making raids into occupied Europe. Everything changed early in September 1940 when Hitler instructed the Luftwaffe to change tactics and Blitz British cities, especially London. This caused considerable devastation and casualties.

On the back of these raids, The British War Cabinet advocated retaliatory Bomber raids on German cities and targets.

Introducing a commemorative badge to show support for the many RAF personnel involved in Bomber Command, and through their proceeds to support the IWM and the work that they do in keeping the History alive and the importance of what so many went through to keep Britain free of invasion.

The latest H8R0ES badge features the iconic Lancaster bomber, which became the RAF’s main heavy bomber from 1942 onwards.