How do you keep a promise and double donations?

Legacy ANZAC Day

The mission

Legacy is a national charity helping the families of servicemen and women who have died, or been injured, as a result of their Australian Defence Force service. They asked us to find a refreshed and more flexible approach to their annual fundraising campaigns. The solution had to be adaptable to work across multiple communication channels, needed to encourage more donations and fundraising, and had to generate more overall awareness of Legacy.

For us the goal was simple, we needed to show more people the amazing work that Legacy do every single day.

What we did

We developed a new campaign proposition, ‘The Promise Lives On’, from a discovery at the very core of Legacy’s foundations. A promise made between two soldiers on the battlefield in WW1, where one mate assured his dying friend that he would look after his family back home. ‘The Promise Lives On’ will show how Legacy have worked tirelessly ever since that day, to offer unique support the families of our veterans, and to keep that promise alive.

Along with this proposition came a refreshed visual style, that modernised the Legacy brand presence whilst remaining true to its heritage. From this, we built an easily updatable campaign microsite where people could donate or register their own fundraising events, and then designed all the supporting materials – everything from brochures to certificates.

Finally, we brought this campaign to life in a short TVC telling the story of Kelly and her family. We took our concept from scripting and storyboarding into production, and the 30-second spot that was filmed in a single day at Kelly’s house. The campaign was amplified nationally through social media marketing, print, OoH and TV advertising. Check out the final cut below.

What happened?


over fundraising target


increase in registered community fundraising activities


Thousand video views on YouTube

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