The Little Red Company
Lighting up a different ANZAC Day
RSL Queensland
Charity
Community
Nothing is more Australian than ANZAC Day
When COVID-19 put a halt to 500 scheduled ANZAC Day services and public gatherings across Queensland, this cultural fixture needed to be quickly reimagined to continue to provide a meaningful yet safe way to honour veterans on 25 April 2020.
Identifying a grassroots community concept that was gaining momentum on social media, RSL Queensland amplified the idea with its own campaign – Light Up the Dawn – a digital event to inspire Australians to gather on their driveways at 6am on 25 April to reflect and commemorate.
Aruga was engaged to shine a light on RSL Queensland’s powerful campaign and, within a tight four-week timeframe, ensured all Australians were inspired to participate.
Results
8,500+
media mentions nationally
191,695
individual downloads of the digital service
240,000+
visitors to the ANZAC Day website in 24 hours
2M
Queenslanders participated in the campaign
Google #1
The top search ranking for ANZAC Day 2020
1,000+
UGC shared on the Facebook Event page
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Countering COVID coverage with core messages of ‘positivity’ and ‘light’
Creating positive media angles to disrupt the near-constant pandemic coverage
Employing a syndication strategy by prioritising multi-channel national media outlets
What RSL Queensland had to say
“Overwhelming feedback since ANZAC Day indicates that the Australian public wants Light Up the Dawn to become a new ANZAC Day tradition, complementing traditional ANZAC Day services. This would be the first widely accepted change to tradition in more than a century.”
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