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Public Service/Social Welfare


Entrant: DDB Group Melbourne, Melbourne

Anzac Appeal
"Minute of Silence"

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Corporate Name of Client:
    Returned & Service League of Australia (Victorian Branch) inc
Agency Account Director: Stephanie Luxmoore
Account Manager: Kristen Mahler
Planning Director: Tom Hyde
PR / Marketing: Sophie Beckingham/Samantha Vassos/Cass Staford
Agency: DDB Group Melbourne, Melbourne
Executive Creative Director: Darren Spiller
Creative Director: Ant Hatton
Associate Creative Director: Chris Andrews
Copywriter: Luke Bartley
Head of TV: Simon Thomas
Agency Producer: Tuesday Picken
Production Company: Exit Films, Melbourne
Director: Mark Molloy
Executive Producer: Corey Esse
Producer: Martin Box
Director of Photography: Ryley Brown
Digital Directors: Steve Skrekovski/Pascal Van Der Haar
Digital Producer: Genevieve O'shea
Editing Facility: The Butchery/The Refinery, Melbourne
Sound Design Company: Gusto Music, Melbourne
Sound Designer: Colin Simkins

Description of the Project:
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.