Willie Apiata launches RSA Poppy Appeal with an emotional plea for support

Former SAS soldier Willie Apiata has launched this year's RSA Poppy Appeal with an emotional plea for Kiwis to get behind the campaign for the sake of all New Zealanders.

The country's only living Victoria Cross recipient said every overseas deployment "takes a part away from you", making it difficult to reintegrate back into families waiting at home.

"At some stage in our life we will live through something that will traumatise us," said Apiata.

"All we ask is for people to listen and to not judge us.

"We need your support when we come home and our families need your support too because it's those poor buggers who've got to live with us when we come back."

Apiata is one of seven Poppy Ambassadors that include former soldier Melanie Childs, former soldier and widow Tina Grant, All Blacks coach Steven Hansen, film-maker Sir Peter Jackson, Naval reservist and singer Rebecca Nelson and mental health advocate Mike King.

For King, the theme of this year's Poppy Appeal, "Not all wounds bleed", is an acknowledgement that the issue of mental health and addiction is being taken increasingly seriously across the country.

"For it to now be okay to ask for help and talk about problems is a groundbreaking moment," said King.

"I know Willie [Apiata], I know he gets counselling and I know his wounds aren't bleeding but they are there and they will be there forever.

"We need to acknowledge that and we need to make it okay.

"So for me this appeal has meaning and this isn't going to just help the veterans, past, present and future, this is going to help all New Zealanders overcome that final hurdle."

This year's Poppy Day will take place on Friday April 20 to raise funds to support New Zealand's 41,000 veterans, returned servicemen and women and their families.

NZME is an official media partner of this year's Pin A Poppy campaign. Visit http://www.pinapoppy.co.nz/ to donate – including the option to get a $3 virtual poppy via text.