Please dig deep and remember our war heroes.

That is the impassioned plea from Oxfordshire Royal British Legion (RBL), which tomorrow launches its 2008 Poppy Appeal.

And Oxford Mail readers are being urged to help beat last year's countywide fundraising effort which topped £611,089.

If everyone in the county donated £1 to the Poppy Appeal, Oxfordshire would top last year's achievement by more than £20,000 as there are now about 635,000 people living in the county.

All the money raised provides financial, social and emotional support to servicemen, both young and old, and their families.

County fundraiser Peter Boyle paid tribute to the thousands of "wonderful volunteers" who hit the streets to raise cash.

And he appealed to the generosity of every man, woman and child to try to beat last year's effort.

He said: "We want to raise as much money as we can, because the more money we raise the more money we can spend on welfare. I can assure anyone who puts £1 in a box, their money is always spent on welfare. Staff salaries do not come out of the Poppy Appeal.

"Our younger servicemen are coming back from Iraq and Afghanistan with horrendous injuries, and they are going to be lifetime injuries, mental and physical. It's so easy to forget that, so very easy.

"In the Second World War, people suffered bad injuries and died. Medical improvements have brought with them new responsibilities.

"We know the credit crunch is here, but now's the time to dig deep."

The Poppy Appeal — which runs until Armistice Day on Tuesday, November 11 — was launched at St Edward's School, in Woodstock Road, Oxford.

The school was chosen as an appropriate location because Royal Air Force legend Douglas Bader, who lost both legs in an aircraft crash in 1931 but went on to serve as a fighter pilot in the Second World War, was a former pupil.

Two helicopters from RAF Benson landed on the playing fields to be met by RBL national chairman Peter Cleminson, county representatives and school cadets, who were able to inspect the aircraft.

This year is also the RAF's 90th anniversary.

Sixth form student Richard Speir, 17, a cadet with the school's Combined Cadet Force (RAF), said he would try to collect money on behalf of the RBL during the half-term break.

He said: "I think it's really important people of my age remember people who serve in the armed forces often need help. It's good we can do something to support them."

Flight Lieutenant Michelle Goodman, 31 — the first woman to receive the Distinguished Flying Cross — officially launched the appeal.

The RAF Benson-based helicopter pilot received the medal for her gallantry in flying in a crew to pick up a badly-injured serviceman despite heavy enemy fire in the Iraqi city of Basra.

She said: "It's an absolute honour to be asked to help the Poppy Appeal in Oxfordshire.

"I really hope it gets people to realise we are still serving abroad and need support.

"Hopefully, everyone will wear their poppy with pride."

David Mason, RBL president of Oxfordshire, from North Leigh, added: "I'm sure the people of Oxfordshire will stand up again — they have always been very generous."

Where the money goes

Royal British Legion county manager Craig Treeby said the average age of the people seeking help from the Legion had dropped significantly in recent years.

He said: "It used to be pensioners. Now it's mainly people in their 40s.

"The amount of work has also trebled in the past few years — there's a greater awareness, but there's also a greater need.

"The four greatest problems confronting servicemen and ex-servicemen are poverty, health and disability, unemployment and mental health.

"A lot of people these days are facing financial problems, but at the moment we're supporting a chap who's an acute alcoholic."

Mr Treeby said that if RBL officials were processing a grant application from a war widow for a new fridge, for example, they would take the opportunity to ensure the applicant was receiving the correct benefits as well.

He said: "We take a holistic approach. We're there to help people help themselves."

Sgt Paul Jordan, of 23 Pioneer Regiment, of the Royal Logistic Corps, based at Bicester, said the support of the RBL was an enormous comfort, especially to soldiers needing help to find a home after leaving the Army.

At the Poppy Appeal launch, he told the Oxford Mail the regiment's many Commonwealth soldiers benefited from the money raised.

He said: "A young soldier's father died recently. He needed to go back to Nepal and the RBL paid for him, his wife and two children to fly back for the funeral.

"It would have cost a couple of grand and it was all sorted within a day — they do so much."

Sgt Jordan and three other soldiers from the regiment will run a fundraising marathon on Remembrance Sunday — finishing at Bicester's St Edburg's Church.

He said: "We want to raise about £1,500 — we just want to give something back."

Mr Treeby added: "I think it will be quite difficult to beat last year's total because we had one very large donation, but if we are able to top £500,000 we will be doing exceeding well.

"Let's see what the people of Oxfordshire can do."