NSW DEFENCE CARE ‘MINUTE TO REMEMBER' - 3rdspace
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NSW DEFENCE CARE

‘MINUTE TO REMEMBER’

 

ISSUE

 

How do we encourage a younger generation of Australians who have lost a connection with the tradition of Remembrance Day to respect the tradition of a minute’s silence and switch off their phones?

 

INSIGHT

 

For digitally native Australians, connectivity is a 24/7 proposition and if you want something done, there’d better be an app for that.

 

IDEA

 

Fight evil with evil. Use the device itself to remind young Australians to respect a minute’s silence on Remembrance Day by switching off their phones.

 

ACTION

 

Unique reach: 3m people

Engagement: 48,000 likes, shares, comments

Action: 15,000 reminders sent and phones turned off

Free Media & PR: 1.5 million

“The campaign was innovative, highly impactful and brought

the Defence Care purpose to life in a very relevant way.”

Robbin Collins, GM