In 2014 we developed a campaign to mark the 100th anniversary of the first Indian Army recipient of the Victoria Cross to the Muslim soldier Khudadad Khan. Sepoy Khudadad Khan awarded a VC by King George V. The ‘poppy hijab’ was designed by a young British Muslim fashion designer for a media campaign to highlight the levels of ethnic minority engagement (particularly Muslim) in remembrance, informing the wider public that over one million Muslims wear the poppy each November. It generated national media coverage on the six o’clock news, the Daily Mail, CNN, Al-Jazeera and many other outlets. It reappeared on the Daily Telegraph front page when the poppy hijab was adopted as official Royal British Legion merchandise.