News Release

Helen Skelton urges the nation to ‘Help Us Help Them’ and support members of the Armed Forces community who are in need

The P&G and Sainsbury’s #HelpUsHelpThem campaign launches this month, in aid of The Royal British Legion and Poppyscotland


Tuesday, October 16, 2018 4:49 pm BST



Helen Skelton is once again supporting the #HelpUsHelpThem campaign, helping to raise vital funds for individuals and families within the 6.7 million members of the Armed Forces community who are in need. From the 10th October to 20th November exclusively at Sainsbury’s, shoppers can purchase donating P&G products including Ariel pods, Oral B power brushes and Aussie shampoo to trigger a donation to The Royal British Legion and Poppyscotland. 1 pack = 1 donation.

It’s the little things that can make a big difference
This year, the money raised will go directly towards The Royal British Legion and Poppyscotland’s Individual Grants scheme, which provides financial, emotional, practical and medical support to those in need. Helen would like the public help her beat last year’s amazing total of £100,000, and this year raise even more!

Why it’s so important to get involved
With one in four younger members of the ex-service community (aged 16-34) likely to report arrears1, and one in ten serving personnel reporting they have personal debt levels that concern them2, there is still so much more to do for so many. The campaign’s aim is to support The Royal British Legion and Poppyscotland in their quest to ensure help is long term and sustainable, individuals and their family’s quality of life is improved, and they are stress and anxiety free. Help comes in many different forms; the provision of mobility items, house adaptations, food, furniture or funeral costs, but with the #HelpUsHelpThem campaign the ask is simple as ever. 1 pack = 1 donation!

The faces of #HelpUsHelpThem, and their stories
Mike Kiff spent 16 years in The Royal Corps of Signals but sadly was medically discharged in 2016 after a shoulder injury meant he was no longer able to serve on active duty. Having dreamt of joining the Forces from childhood, with his father also having served, Mike was heartbroken when his career came to an early end, sending him into depression. Mike and his family met with Helen to tell her their story, hoping others would be inspired to get behind this campaign and support individuals and families just like them.

Mike says, “When I realised my injury meant my military career was over, everything changed. Everything I had worked for and planned for my future was suddenly gone. I hit rock bottom and couldn’t see a way out. The Royal British Legion saved my life through the help and support they gave me and my family at my most difficult time. I just wouldn’t be here without them. Now, with the ongoing impact of my injuries I am going to need more support with adaptations to the house, which is something the charity is also able to help with.”

Mike’s story is unfortunately, all too familiar. Along with facing the same life struggles members of the civilian population face, the unique stresses and strains of Service life can leave some members of the Armed Forces community in need of specialist support. Since 1921 the Royal British Legion and Poppyscotland have been supporting service personnel, veterans and their families through any disadvantage including many who have faced similar issues to Mike and his family. With the Armed Forces community made up of people of all ages and experiences across the country, who are living in a variety of circumstances it remains crucial to be able to provide this ongoing support.

Commenting on the campaign, Helen says, “#HelpUsHelpThem is so easy to get involved with, simply buy the products you normally would! Often people don’t realise that the Armed Forces community is made up of serving personal and veterans of all ages, from all backgrounds and with such different needs. This could be someone just like Mike who needs emotional and physical support or for some it could be learning how to set a budget at home or assistance signing up to a training course to help with sustainable employment.”

Helen adds, “I’m always humbled to meet members of the Armed Forces community like the Kiff family, and like Nick and Ben who I also spent time with. They are both veterans and both now dedicate themselves to helping others working and volunteering for The Royal British Legion. How can you not be inspired to get involved?”

Hannah Drew, P&G Customer and Consumer Brand Manager says, “We are exceptionally proud of the work that has already been done to support The Royal British Legion and Poppyscotland and the people who benefit directly from the money raised. This year we need Sainsbury’s shoppers to help people like Mike and the hundreds of thousands just like him get through some of the most difficult times they might face in their lives. Through our partnership with Sainsbury’s we’re hoping we can be a force for good for the Armed Forces community across the country, to make a real difference.”

Claire Rowcliffe, Director of Fundraising, The Royal British Legion, says, “The Royal British Legion is thrilled to have P&G and Sainsbury’s ongoing support. The #HelpUsHelpThem campaign allows us to raise awareness of our vital our work, and the donations will assist the Legion in making a difference to the lives of Serving Armed Forces personnel, veterans and their families, who are in need of our support.”

Claudine Blamey, Sainsbury’s Group Head of Corporate Responsibility and Sustainability says, “We’re proud to be longstanding partners of The Royal British Legion and delighted to support the #HelpUsHelpThem campaign. This year, we hope to raise more funds than ever and by making it easy for customers to donate as they shop, we can help to provide vital support to the Armed Forces Community and their families.”


From 10th October to 20th November 2018 you can get involved and help raise money with brands such as Ariel, Fairy, Oral B, Olay, Gillette, Pantene and many more. By purchasing donating P&G products at Sainsbury’s instore or online P&G will make a donation to The Royal British Legion and Poppyscotland.

1 pack = 1 donation. Find out more

--- Ends ---

1The Royal British Legion, A UK Household Survey of the ex-Service Community. (2014), p.56

2The Ministry of Defence, Armed forces continuous attitude survey: 2017 (2017)


For more information and campaign images of Helen Skelton please contact:
Elle Baird  E:  |  Tel: +44 (0)207 973 5982
Charlotte Anscombe  E:  |   Tel: + (0)207 413 3021

Notes to Editors

About the ‘Help us, help them’ campaign
Helen Skelton is supporting P&G and Sainsbury’s #HelpUsHelpThem campaign raising vital funds for The Royal British Legion and Poppyscotland. From 10th October to 20th November Sainsbury’s shoppers can buy selected P&G products – including Oral B, Ariel, Olay, Gillette & Pantene - in store or online and trigger a donation. 1 pack = 1 donation.

This year the funds raised will go towards Individual Grants which sees individuals and families receive financial assistance to pay for essentials such as mobility items, house adaptations, food, furniture, funerals or housing costs. These grants go a long way to improving quality of life and wellbeing and helping to reduce the stress and anxiety of people and families across the Armed Forces community who can’t afford to pay for what they need and can’t access state support. It also ensures the most vulnerable people with the most serious needs are able to pay their household essentials without getting into debt.

Mike and Linda Kiff along with their children Isabella and Steven, also feature on all instore POS.


About Procter & Gamble UK and Ireland
P&G serve consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Fairy®, Febreze®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene® and SK-II®

Our commitment to Citizenship is underpinned by our Purpose, Values and Principles, the foundation on which P&G was built, and which guide us in our business interactions. We aspire to build a better world for all of us - inside and outside of P&G - free from gender bias, with equal voice and equal representation. P&G continues to be a leader in environmental sustainability and we have been incorporating it into our way of doing business for decades.

P&G makes an impact in communities around the world through our people, our family of brands and our partners by delivering the comforts of home, health and hygiene and specifically here in the UK & Ireland through our charitable efforts and #CommunityMatters programme, which supports projects and charities that align with P&G’s mission to be a force for good, and a force for growth.  Our 2018 P&G Northern Europe Citizenship report can be downloaded from our website (, from the Who We Are tab.

About Sainsbury’s
Sainsbury’s commitment to helping customers live well for less has been at the heart of what we do since 1869. Today that means making our customers’ lives better and easier every day by offering great quality and service at fair prices – across food, clothing, general merchandise and financial services – whenever and wherever they want to shop. 

Sainsbury’s is a proud supporter of the armed services and their families, which is why the retailer is one of The Royal British Legion's key corporate partners, helping to raise around £3.2m for the charity last year alone.  The support for the Legion is founded on Sainsbury’s commitment to make a positive difference in communities.


About The Royal British Legion
The Royal British Legion’s work is encapsulated in its motto: Live On – to the memory of the fallen and the future of the living. The Legion is the nation's biggest Armed Forces charity providing care and support to all members of the British Armed Forces past and present and their families. It is the national custodian of Remembrance and safeguards the Military Covenant between the nation and its Armed Forces. It is well known for the annual Poppy Appeal, and its emblem the red poppy.


About Poppyscotland
Poppyscotland provides life-changing support to the Armed Forces community. Money raised from the Scottish Poppy Appeal and Poppyscotland’s year-round fundraising enables them to deliver support to members of the Armed Forces community in Scotland by providing tailored funding and assistance. The charity also funds services in advice, employment, housing, mental health, mobility and respite. Please note that we are known as “Poppyscotland”, and not “PoppyScotland” or “Poppy Scotland”. For more information, please visit us at:

All donating brands include:

Bold 2-in-1
Herbal Essences
Pantene Pro-V
Head & Shoulders