The Royal Canadian Legion launched its annual poppy campaign on Oct. 22 in Ottawa, where Dominion President Tom Irvine and Grand President Larry Murray, presented Governor General Julie Payette with the symbolic first poppy.

Payette—whose duties include ceremonial head of the Canadian Armed Forces—acknowledged the sacrifices of the fallen and of those who survive and still serve.

“It is a privilege to wear a poppy and to honour those who have fallen and given the ultimate sacrifice for our country,” she said, citing the added significance of this year’s 100th anniversary of the Armistice, which effectively ended the First World War.

“To all the veterans of the Canadian Armed Forces who are in this room and also to those who are serving Canada across the country and abroad,” she added, “you have stood and you still stand on guard for our country and for our freedom.

“And for this, we thank you.”

The poppy was officially adopted as a symbol of remembrance in 1921 by the Legion’s predecessor, the Great War Veterans Association in Canada. Each year, the Legion distributes some 20 million poppies, raising about $20 million in donations annually for veterans’ services and programs.

This year, the Legion is also introducing the Digital Poppy, which will be available for use with donations until midnight on Nov. 11.

“The digital poppy is designed to reach audiences, particularly the younger ones, who use technology to communicate,” said Danny Martin, secretary of the Dominion Command Poppy and Remembrance Committee.

Whether it’s Instagram, Facebook, Twitter or other social media, the digital poppy will appear on subscribers’ posts in a signature block. Users can add personal dedications to the digital poppy, as well.

Celebrities such as Justin Bieber, Margaret Atwood and Don Cherry have joined in promoting the digital poppy campaign.

“It should be interesting,” Martin said in an interview. “It’s across Canada, across the world. We’re really excited to see the success. It has huge potential.”

Addressing about 50 attendees to the ceremony, Irvine quoted John McCrae’s famous 1915 poem, “In Flanders Fields,” in which the front-line doctor wrote: “If ye break faith with us who die, We shall not sleep, though poppies grow.”

Said Irvine: “Veterans and our fallen heroes alike will take comfort in our efforts and those of all Canadians to remember and not to fear that their sacrifices will have been in vain. This remembrance, as symbolized by the poppy, remains our eternal recognition of the service of all the women and men who protect our freedoms.”

On Oct. 26, digital poppies will be available at www.mypoppy.ca