Encouraging Queenslanders to commemorate ANZAC Day 2020 while at home
P4 Group used strong storytelling, influencer engagement, thought-leadership and newsjacking to ensure Legacy Brisbane held the lion’s share of the media voice in the lead-up to, and on, ANZAC Day.
This approach was pivoted and adapted along the way, as COVID-19 sent the population into a country-wide shut down, meaning Legacy’s community events, the backbone of their fundraising activity, were cancelled, which also acted as the crux of media storytelling.
“The media coverage that P4 Group delivered for our ANZAC Day campaign in 2020 was the best Legacy Brisbane has ever received. In a challenging time for our organisation, we value the support the team provided the Legacy community.”
Stephanie Baldwin, Head of Fundraising, Marketing and Communications
Pieces of positive traditional media coverage across print, online and broadcast
Local influencers pledged their support
Of coverage contained a Legacy Brisbane CTA
Live TODAY Show cross on ANZAC Day with Legacy CEO
People reached through organic social media mentions facilitated by P4 Group