The idea, Promise to Pause, brought new meaning to something most Queenslanders don’t remember – connecting the sacrifice made over 100 years ago, with the ideals we enjoy today. We focused on showing everyday Queenslanders stopping to commemorate Remembrance Day during typical Sunday morning activities.
And we used smart technology to bring Remembrance Day to a modern audience. Interactive outdoor and a campaign website asked people to pledge a minute’s silence, triggering an automated calendar entry and Facebook event reminder.
Results:
In asking people to make small commitments towards remembrance, and by giving them digital reminders to observe the minutes silence, the Anzac Centenary program had the best result in five years of tracking.
We changed the behaviour of Queenslanders.
- Highest ever observance of the minutes silence for Remembrance Day
- 20% increase in observance on the two years prior
- Reversed a declining trend of participation
- 3.1 million Queenslanders* paused for a minute of silence, including
- 20% increase in observance on the two years prior
- Reversed a declining trend of participation
- 3.1 million Queenslanders* paused for a minute of silence, including