Paying to listen to 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 Three days after launch our campaign went ‘global’ as the world’s 3rd highest trending Twitter topic.

o Massive PR coverage with over $2 million of earned media.

o But most importantly, so far this year’s Anzac Appeal raised over $3 million for veterans and their families. And it’s still going.

A TV campaign featuring over 80 servicemen & women was used to drive people to the phone number (TV commercial is attached).

Press, radio, print, outdoor and online 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 60 second films where veterans reflected on 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.

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.