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
The top search ranking for ANZAC Day 2020
UGC shared on the Facebook Event page
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