Commemorating service and sacrifice through earned media

Marching forward with strategy, creativity and purpose

ANZAC Day is one of Australia’s most meaningful days of national reflection. It is a moment for communities to pause, gather and acknowledge the courage and sacrifice of those who served.

One of Queensland’s most significant gatherings is the annual ANZAC Day Parade Brisbane, drawing thousands of participants and spectators to the city centre.

For the second consecutive year, Aruga partnered with ANZAC Day Parade Brisbane to deliver a campaign built around connection, community and compelling storytelling.

Our scope expanded to include a full paid social media campaign alongside organic content and earned media, raising the bar on reach and engagement.

From securing coverage across every major Brisbane commercial television news station to driving a 1,550% year-on-year increase in Facebook views, the 2026 campaign demonstrated what integrated communications can achieve when strategy, creativity and purpose align.

Results

662

total editorial clippings

9.5M

editorial audience reach

$414K

editorial advertising value equivalent

327.7K

Facebook and Instagram organic content views

284K

Facebook and Instagram paid content impressions

434%

increase in Facebook and Instagram followers

2,000%

increase in Facebook and Instagram organic content views

Deliverables

Content Production (Video)

Conceptualised and produced a four-part video series alongside a full suite of designed social assets to grow awareness and give the Parade a distinct and authentic voice across digital channels.

Media Relations

Designed and delivered a public relations campaign with 12 unique story angles, securing coverage at local, state and national level and ensuring key messages landed consistently across every outlet.

Social Media Strategy

Planned and executed a full Meta campaign spanning organic content management and paid advertising, generating exceptional year-on-year growth and proving that short-form video and targeted spend can dramatically expand the reach of a community event.

Winning Tactics

Aruga combined editorial pitching with curated event placements and a dedicated media call on 23 April to diversify earned media coverage and audience reach.