Department of the Premier and Cabinet, Queensland

Opportunity

Queenslanders had a strong affinity with the Anzac tradition, but weren’t aware of the four-year Centenary of the First World War or how they could get involved.

Solution

By engaging current Australian Defence Force personnel to read genuine letters and telegrams written by Queenslanders who served in the First World War, we made our history feel personal and relatable. We then invited the community to engage in remembrance with a ‘How will we serve their memory?’ call-to-action.

A 10-fold increase in website visitation – from 400 visitors a week to over 4000 during the campaign period.

A digital click-through rate (CTR) of 0.21% - three times the industry sector average.

TVC attracted well over 110k views on YouTube, and additional video content received over 2,000 minutes of viewing time.