RSL Anzac Day Appeal: The minute of silence campaign

This case study explains how RSL, the Australian veterans charity, raised donations for Anzac Day, when Australia remembers its war dead, by shifting the communications focus from historic remembrance to contemporary support.

RSL Anzac Day Appeal: The minute of silence campaign

Tom HydeDDB Melbourne

The emerging problem: Anzac Day has become about history, not people.

Every year we take a minute to bow our heads and remember those that risked everything in lands far from home. It's a minute that means so much to so many, an iconic excursion into solemnity, a nation united in remembrance for the impossibly brave. And then with sixty slight ticks of the hand it is over, and the rest of Anzac Day plays out, happily drifting into the rest of the year… until April the...

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