Lighting up a different ANZAC Day

RSL Queensland

Public Relations

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