Lighting up a different ANZAC Day

RSL Queensland Light Up The Dawn

RSL Queensland



RSL Queensland Light Up The Dawn

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.



media mentions nationally


individual downloads of the digital service


visitors to the ANZAC Day website in 24 hours


Queenslanders participated in the campaign

Google #1

The top search ranking for ANZAC Day 2020


UGC shared on the Facebook Event page

Delve deeper into the strategy behind this work

See under the bonnet