Minute of silence
Anzac Appeal
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The Anzac Appeal had been facing a steady decline in donations for years. The brief was for a simple awareness campaign with a telly ad and some posters, but the problem wasn’t awareness. The problem was fewer people carrying cash. They needed to innovate the way they collect donations.
Everyone carries a phone. So we recorded a minute of silence with real Australian veterans and their families. Then set up a phoneline and charged callers to listen to the silence. More funds than ever were raised and it all went to the Anzac Appeal charity.
Everyone carries a phone. So we recorded a minute of silence with real Australian veterans and their families. Then set up a phoneline and charged callers to listen to the silence. More funds than ever were raised and it all went to the Anzac Appeal charity.
Results
$3million in donations.
$2million in earned media.
#3 trending globally on Twitter
Awards
D&AD
White Pencil / Wood Pencil
D&AD Direct
Integrated Campaigns / Graphite Pencil
Cannes Lions
Mobile Lions / Gold
Cannes Lions
Direct Lions / Bronze
Clio
Content & Contact / Bronze
One Show
Mobile / Bronze
One Show
Interactive / Bronze
Spikes Asia
2 x Gold / 1 x Silver / 2 x Bronze
AWARD
Promotion & Experiential / Gold
AWARD
Integrated Campaign / Gold
AWARD
Direct Marketing / Silver
AWARD
Mobile / Bronze
AWARD
Viral Film / Bronze
B&T
Best Ad Campaign
FWA Of The Day
Awwwards Site of The Day
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Online portal
By visiting minuteofsilence.com.au people could explore the campaign in full by finding out more about the charity, listening to veterans’ stories and make a donation.
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