The Challenge
Engage with Australians online around Australia Day. Receive national attention with little paid media budget.
The Outcome
The highest ever digital engagement for the NSW Department of Premier and Cabinet. Over 1,000,000 Australians reached online. National TV coverage.
The idea behind the ‘Thank You Australia’ Australia Day campaign was writing personal messages of thanks to our nation.
The campaign commenced online with messages from Australian identities Michelle Bridges, Don Burke, Ita Buttrose, Kurt Fearnley and Geoff Huegill. Thank You Australia quickly built strong momentum, receiving extensive television and press coverage and spreading rapidly throughout social media. Australians nationwide used the website to create their own tributes.
Thank You Australia messages.
Engagement with the campaign content on social blew everything else we’ve done out of the water.
Thank You Australia website.
Our role in Thank You Australia: strategy, design, website UX.