ANZAC Day is a day Australians pay their respects to the brave men and women that have served their country. They take a minute of silence to remember those who were lost and make a donation to help those who came home.
The ANZAC Appeal is a charity that provides assistance to past and present Defence Force members when in need, with a range of financial and non-financial support services. The money the appeal raises is used to help with various expenses such as: Medical and hospital expenses, wheelchairs, walking frames, household repairs and funeral costs as well as providing staff for home and hospital visits for physical and emotional care and assistance.
Traditionally the ANZAC Appeal has relied on veterans selling badges on the street to raise funds. But as more and more people pay for things on card, fewer carry cash. We needed to find a new way for them to donate.
Fewer people carry cash but almost everyone carries a mobile phone.
So we set up a phone line where people could pay to listen to a Minute of Silence. You simply called the number and listened to a minute of silence. There’s no credit cards, no apps and no downloads – your donation goes straight onto your phone bill.
The ANZAC Appeal has always enjoyed support from the older generation. Our objective was to reinvigorate the appeal getting both the younger generation and the media talking about the campaign. The concept of listening to a minute of silence on your phone would not only drive donations but also modernize the brand. Our younger target audience use their cell phones constantly, making it a very practical donation mechanic.