Cannes Lions

CHARITY

GEORGE PATTERSON Y&R, Melbourne / LEGACY / 2015

Awards:

6 Silver Cannes Lions
Presentation Image
Supporting Content
MP3 Original Language

Overview

Entries

Credits

Overview

Description

2015 marked the centenary of ANZAC Day – a national holiday that commemorates the Australian soldiers landing at Gallipoli in World War 1. To mark the occasion, we created ‘Letters of Gallipoli’, a podcast that re-told the ANZAC story as it happened 100 years ago. By using real letters that were written by Australians while they were aboard ships, stuck in the trenches and dying in hospital beds, you could follow their stories like never before. Each episode was played by Gold FM on ANZAC Day.

Execution

The idea was executed as a podcast, available from iTunes and to stream from lettersofgallipoli.com, a website dedicated to the campaign. Each episode was released daily to correspond with the day they were written 100 years ago, to the day. Radio supported the campaign by playing each episode, and directed people to the website.

Outcome

‘Letters of Gallipoli’ is a podcast available on iTunes and can be streamed at lettersofgallipoli.com, a website dedicated to the campaign. Each episode was played on commercial radio, and the podcast continues to be shared and listened to. Its mass exposure ensured Legacy stayed relevant 100 years on, while helping generations of Australians understand the sacrifices made during World War 1 like never before.

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