Results and Effectiveness

Paying to listen to a minute of silence on your phone - 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.

Creative Execution

A national TV campaign featuring over 80 servicemen & women encouraged people to make the call. (TVC is attached) Cinema, print, outdoor, radio and social media also drove people to the phone number. A separate film was created and played to nearly 100,000 fans at the traditional ANZAC Day football match. This was supported by other media in and around the stadium. We involved key influencers (such as famous football players) to promote the campaign through their social media channels. We created a unique piece of film for cinemas, which asked the audience to make one last call before they turned off their phones. An in depth website featured a series of emotional films, where veterans described their own Minute of Silence. Here people learned that they weren't paying to listen to nothing and that a minute of silence was full of memories and heart-breaking stories.

Insights, Strategy and the Idea

INSIGHT: On ANZAC Day, Australians pay their respects to their brave servicemen and women. They take a minute of silence to remember the fallen and make a donation to help those who came home. a) Traditionally, the ANZAC Appeal has relied on veterans selling badges on the street to raise funds. But as more people pay for things on card, fewer carry cash. We needed to find a new way for them to donate. b) The ANZAC Appeal has always enjoyed support from the older generation. We had to make it relevant to a wider, younger audience. STRATEGY: Fewer people carry cash but almost everyone carries a mobile phone – our younger target are on them constantly. We created a way for them to donate and pay their respects using their phone. IDEA: We set up a phone line where people could pay to listen to a Minute of Silence.