Title | MINUTE OF SILENCE |
Brand | RSL AUSTRALIA |
Product / Service | ANZAC APPEAL |
Category | B05. Fundraising, charities, appeals, non-profit organisations, public health & safety, public awareness |
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 | DDBGroup 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 |
The ANZAC Appeal is a charity that raises funds to help Australian war veterans that are in need. Traditionally they’ve relied on the veterans themselves selling badges on the street. But as more and more people pay for things on card, fewer people carry cash. We needed to find an easier and more convenient way for people to donate. The appeal has always relied heavily on support from the older generation. Capitalising on the potential of digital and social media, we wanted to reinvigorate the appeal making it relevant to a wider, younger audience.
Fewer people carry cash but almost everyone carries a cell phone. So we set up a phone line, where people could pay to listen to a Minute of Silence. You simply called the number, listened to the recorded silence and money from the call went to help veterans and their families. After hanging up, people received an SMS containing a video ‘thank you’ message from a veteran. Donors were encouraged to share the campaign via social media and visit the website to learn more. We wanted to raise awareness of the appeal with the younger generation and make donating easier
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.
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.