We set up a phoneline 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 goes to help veterans and their families. No credit cards, no apps, no downloads. Your donation goes straight on to your phone bill.

After hanging up, people received an SMS containing a video ‘thank you’ message from a veteran. A website featured a series of emotional videos where veterans reflected on their own personal Minutes of Silence. TV commercials, print, outdoor, radio and social media asked people to call.

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 it became 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, so far appeal has raised over $3 million for veterans and their families. And it’s still going.

Insight

a. The ANZAC Appeal raise funds to help Australian war veterans in need. Traditionally they’ve relied on veterans 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.

b. 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.

Strategy

Fewer people carry cash but most carry a Smartphone – our younger target are on them constantly. We devised a simple and powerful way they could donate using their phone.

Idea

Every ANZAC Day we take a Minute of Silence to remember our fallen veterans. By linking this tradition with mobile technology we made it easier for people to pay their respects AND donate to the appeal.