David Cameron dug deep on Thursday to make his contribution to the Royal British Legion Poppy Appeal.
The prime minister posed on the doorstep of No 10 to buy his poppy from Ali Baskerville, a photographer and former RAF officer who is now serving in the Territorial Army.
Ms Baskerville has just returned from Afghanistan where she was commissioned by the Legion to capture photographs of women in conflict.
After taking a poppy from Ms Baskerville, Mr Cameron put his donation into a collecting tin carried by Captain Jessica Finch.
The pair were cheered by crowds in Trafalgar Square in London as they headlined a free concert to launch the annual fundraising drive.
The appeal's £42 million target is up on the record £40 million raised last year.
People wishing to donate can do so at any time online or by text.
Poppies will go on sale from Saturday until November 11, at locations across the country including train and Tube stations and shopping centres.