YORK'S Poppy Appeal has been launched with organisers hoping for a particularly generous response as Britain marks the centenary of the outbreak of the First World War.

The Royal British Legion said its fundraising target in York was £100,000, which would go towards a national target of £40 million to continue the vital delivery of practical care and support to the Armed Forces community.

Bob Burrows, recently retired secretary of the York branch, said he hoped people would support the appeal 'for the memory of the fallen and the future of the living.'

He stressed that the legion did not just help the victims of older conflicts, such as the Second World War, but also more recent ones, such as Afghanistan.

"As we mark the Centenary of the First World War, it’s as important as ever to wear a poppy and remember the sacrifices and commitment made by our Armed Forces both then and now," he said.

"The message behind this year’s Poppy Appeal is Live On – to the memory of the fallen and future of the living, which captures perfectly why it’s so important to donate to the appeal and wear a poppy.

"Every donation received will make a real difference to the lives of Service men and women, veterans and their loved ones."

The Lord Mayor of York, Cllr Ian Gillies, who hosted the launch of the appeal at the Mansion House, said: "I hope that in this centenary of the start of the First World War, people will give generously and help to raise a record amount."

*The Legion will be collecting in York's supermarkets from now until November 11 and on the streets from November 1 to November 8. Anyone who can help with collections should contact 07890 640353