Create an innovative way to drive awareness, participation and accept donations for Anzac day, in particular with a younger audience.
We targeted a younger audience across social networks by selling virtual poppies and daffodils, that you could place onto your social profile image. After connecting with Facebook or Twitter you could SMS an unique shortcode to donate, then customise your avatar.
We pushed the message out to 310,000 followers, increasing awareness to a younger audience. #Poppyday became a trending topic on Twitter, with virtual donations more than 10 times the average street takings. It even got featured on prime time TV news and numerous news websites. The biggest success was seeing a younger turnout at ANZAC parades.