Care Australia

Care Package

Thank you, Australia.
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The Challenge

On December 26th 2004 a massive tsunami hit the Pacific region causing countless deaths. The Australian public responded immediately and generously. Ten years on, Care Australia and Cricket Australia wished to thank them for their overwhelming support during the Boxing Day tsunami.

The Idea

The 2014 Boxing Day Test at the MCG was watched by 100,000 spectators live, and by millions on television. During the lunch break, a pre-filmed clip showed Care branded choppers appearing to land live at Moorabbin Airport delivering care packages to waiting vehicles.

The convoy made it's way to the MCG and entered the arena, whilst a moving voice-over from Michael Clarke explained the significance of Australia's contribution ten years previously. As the video continued to play 180 volunteers and Care staff began distributing hand written letters of thanks to the cricket fans from those that they had helped.

The Outcome

113 news stories
541% lift in website traffic
434% increase in donations (unprompted)
PR value of $1.7million

Our roving film crew captured people's reactions throughout the event and their emotional response formed the basis for a TVC shown on all major free-to-air TV networks with over 1 million views in Australian homes. This, in turn, won numerous advertising awards in the pro-bono/ charity category.