Challenge

Building on a long, informal association between VB and the Armed Forces, VB wanted to raise more than a million dollars to support the vital welfare programs of the RSL and Legacy, to support and pay tribute to Australia’s serving and ex-serving men and women, fallen veterans and their families. VB contributed $1 from specially marked cases of stubbies and donated more than 1,500 kegs throughout April, encouraging Australians to raise a glass on ANZAC Day and pay tribute to a fallen mate.

With strong media attention on any perceived commercialisation of ANZAC Day, alongside the sensitive issue of veterans and alcoholism, Pulse worked to ensure that both community and media stakeholders understood the genuine intention of the Appeal, ensuring every communication was highly respectful to the RSL, Legacy and wider defence force communities.

Insight

Every Australian has an ANZAC story that is close to their hearts. A special someone they think of and pay tribute to every year. And there are few more quintessentially Australian rituals than sharing stories, over a beer, with a mate.

Creative Idea

Pulse created bespoke tribute beer glasses, etched with the words Today, I raise a glass to, space to hand write the name of the person being honoured on ANZAC Day and the Raise A Glass Appeal URL.  As part of a national launch event attended by the leaders of the ex-service community, including General Peter Cosgrove, and a national regional tour, Australians were invited to dedicate their own glasses as well as share their personal ANZAC stories on the Raise A Glass website.

Outcome

186 pieces of coverage appeared across TV, print, radio and online creating a reach giving over 40 million opportunities to see.