Telstra (for Legacy)

Synopsis

Legacy is dependent on selling badges for a significant chunk of its funding. But young Australians – removed and isolated from the harsh reality of war – weren't connecting with the charity or buying badges in sufficient numbers.

By applying two bits of unexpected thinking to the problem – innovating the badge itself rather than looking for a communications solution, combined with using music to connect young people with Legacy – we were able to develop an innovative solution that increased donations over 700%.

An honourable charity with a looming funding problem

Legacy provides a much-needed service that few Australians are fully aware of: financial and associated support for injured veterans and the families of deceased soldiers. How Legacy is funded, however, is challenging as a significant portion of its funds come from the sale of Legacy badges during one week of the year: Badge Week.