| Title | MINUTE OF SILENCE |
| Brand | RSL AUSTRALIA |
| Product / Service | ANZAC APPEAL |
| Category | A05. Use of Other Digital Solutions in a Direct Campaign |
| Entrant | DDB GROUP MELBOURNE , AUSTRALIA |
| Entrant Company | DDB GROUP MELBOURNE, AUSTRALIA |
| Advertising Agency | DDB GROUP MELBOURNE, AUSTRALIA |
| Production Company | EXIT FILMS Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Darren Spiller | DDB Group Melbourne | Executive Creative Director |
| Ant Hatton | DDB Group Melbourne | Creative Director |
| Chris Andrews | DDB Group Melbourne | Creative |
| Luke Bartley | DDB Group Melbourne | Copywriter |
| Tuesday Picken | DDB Group Melbourne | Agency Producer |
| Marissa Brian | DDB Group Melbourne | Online Content Editor |
| Jordy Molloy | DDB Group Melbourne | Online Content Dop |
| Steven Skrekovski | DDB Group Melbourne | Digital Creative Director |
| Pascal Van Der Haar | DDB Group Melbourne | Digital Design |
| Genevieve O'shea | Tribal Worldwide Melbourne | Digital Producer |
| Stephanie Luxmoore | DDB Group Melbourne | Account Director |
| Kristen Mahler | DDB Group Melbourne | Account Manager |
| Tom Hyde | DDB Group Melbourne | Planning Director |
| Martin Box | Exit Films | Producer |
| Corey Esse | Exit Films | Executive Producer |
| Mark Molloy | Exit Films | Director |
| Ryley Brown | Exit Films | Dop |
| Editing Company | The Butchery | The Refinery |
| Christopher Tovo | Freelance | Photographer |
| Colin Simkins | Gusto Music | Sound Design/Arrangement |
ANZAC Day, the day Australians pay their respects to the brave men and women who served their country. They take a minute of silence to remember the fallen and make a donation to help those who came home. Traditionally, the ANZAC Appeal has relied on veterans selling badges on the street to raise funds. Trouble is today people rarely carry cash. We needed to find a new way for them to donate. The ANZAC Appeal has always enjoyed support from the older generation. We had to reinvigorate and broaden its appeal making it relevant to a wider, younger audience.
Paying to listen to silence is both unusual and thought provoking. Taking part in a Minute of Silence to remember our fallen veterans is synonymous with Anzac Day. By linking this old tradition with modern technology (mobile phones), we made paying your respects and donating simpler and more personal than ever. Social media made sharing just as easy. Both the oddness of paying to listen to silence and people’s goodwill fuelled a large following on Facebook and Twitter, helping build campaign momentum, especially among our younger target.
Fewer people carry cash but everyone carries a mobile phone – our younger target are on them constantly. So we set up a phone line where people could pay to listen to a Minute of Silence. You simply called the number and listened to the silence. There’s no credit cards, no apps and no downloads – your donation goes straight onto your phone bill. Our objective was to reinvigorate the appeal getting both the younger generation and the media talking about the campaign. This would not only modernise the brand but also drive donations.
Paying to listen to a minute of silence - such an innovative approach from a charity certainly got fingers dialling and tongues wagging. Especially among our younger target. Results included: o 10,000 website hits on the first night o National and International news coverage o Three days after launch our campaign went ‘global’ as the 3rd highest trending topic in the world on Twitter o Massive PR coverage with over $2 million of earned media o But most importantly, this year’s appeal raised over $3 million for veterans and their families.