Bringing a nation together in spirit

Australian War Memorial

Anzac Day 2020

2020 presented its own unique set of challenges with the Covid-19 lockdown preventing gatherings of any sort around the country on Anzac Day.

The Australian War Memorial (AWM) and Department of Veterans’ Affairs engaged Imagination Australia to create a series of initiatives that would allow Australians to virtually commemorate our military veterans and connect with loved ones.

Offer
Content
Office
Sydney
Launched
April 2020

40+

original filmsresearched, written, edited and produced in 3 weeks

25+

videosfeaturing readings of ‘For the Fallen’ by NRL, NFL and Australian Cricket stars

2.5m

live viewson ABC coverage

1.6m

hitson Australian War Memorial website on Anzac Day 2020

Idea

Delivering much needed connection on Anzac Day 2020

The Australian War Memorial is without a doubt the soul of a nation – and one of the world’s leading memorials. Each year on Anzac Day it holds Australia’s leading Dawn Service and ceremonies, followed by hundreds more ceremonies more around the country.

However, 2020 presented its own unique set of challenges with the Covid-19 lockdown preventing gatherings of any sort – not just at the Australian War Memorial, but right around the country.

Helping Australians commemorate at home

In a bid to raise the spirits of the nation, the Australian War Memorial (AWM) and Department of Veterans’ Affairs engaged Imagination Australia to create a series of initiatives that would allow Australians to virtually commemorate our military veterans and connect with loved ones.

A virtual community

More than 50 pieces of emotive video content and digital activations were created, screened on the ABC national coverage, and shared across social media and the Australian War Memorial’s website in the lead up to Anzac Day - allowing Australians to honour the fallen by standing in solidarity in the safety of their own homes.

This included historical video packages, a commemoration of Indigenous servicemen and servicewomen, a series of Anzac Day recipes with celebrity chefs Matt Moran and Katherine Sabbath, live streamed dawn footage from Australian memorials, plus a range of personal interviews from veterans.

At the heart of the site was an interactive portal that invited visitors to place a virtual poppy and personal message on the wall in honour of the fallen, which could also be shared on social media. (http://lestweforget.gov.au)

https://plugins.storyblok.com/v1/field_types/imagination-media/get_html?uid=deb87ef4-c00f-443e-acb9-972b538b8665-media_left&protocol=http:&host=app.storyblok.com#
Impact

Value for the audience

By encouraging people to tap into a virtual community, any time and anywhere - we created an opportunity for Australians around the world to connect and stand together in unprecedented times.

*40+ original films available to learn more about Australia’s history and commemorate Anzac Day as a nation.


When restrictions on large gatherings came into play and the Memorial was committed to deliver something moving that the nation would be proud of and to create a sense of occasion and coming together – there was no one else to call but Imagination.


Anne Bennie

Assistant Director, Branch Head Public Programs, Australian War Memorial

Value for the brand

The Anzac Day coverage resulted in 2.5 million live views on ABC coverage, and 1.6 million hits on the Australian War Memorial Website on Anzac Day 2020. The interactive poppy portal received over 10,000 hits, with more than 2,300 virtual poppies posted and shared online.

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