RSL Queensland – ANZAC Day 2020
Lighting up a different ANZAC Day.
Aruga’s original task was to raise awareness and encourage participation in ANZAC Day services on behalf of RSL Queensland. Then COVID-19 put a halt to public gatherings. So Aruga pivoted to help RSL Queensland inspire Aussies to embrace a different kind of ANZAC Day at home with the Light up the Dawn initiative. Within a short timeframe, we secured widespread national coverage and made RSL Queensland State President Tony Ferris the authoritative voice on ANZAC Day 2020.
- 8,000+ individual editorial clips
- National syndications with print, online and broadcast coverage in outlets across Australia
- Drove 240,000+ users to the ANZAC Day website in the 24 hours leading up to ANZAC Day (exceeding the total number of annual visitors in 2019)
- 200,000+ individual downloads of the RSL Queensland service