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Minute of Silence

Award: Graphite Pencil

Graphite Pencil / Direct / Direct Integrated Campaigns / 2015

Each year on Anzac Day, Australians pay their respects to the brave men and women that have served their country, making donations to help those who returned and taking a minute's silence to remember those who didn't. Traditionally, the Anzac Appeal has relied on veterans selling badges on the street to raise funds. But, as more and more people pay for things on card, fewer carry cash. However, almost everyone carries a phone. DDB Melbourne set up a phone line through which people could pay to listen to a minute of silence. Donors received an SMS message after each call, linking them to a thank you message read by a veteran. The campaign was backed by TV, print, outdoor, radio and social media, and raised over $3 million to help veterans and their families.

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