NSW DEFENCE CARE
‘MINUTE TO REMEMBER’
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?
For digitally native Australians, connectivity is a 24/7 proposition and if you want something done, there’d better be an app for that.
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.
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