Awards and Accolades:
- 2021 Best Marketing Innovation
Innovation Name: Helping Australia ‘Light Up The Dawn’
Awards: 5th Most Innovative Government, Education & Not-For-Profit Company
When over 500 ANZAC Day services were cancelled in late March 2020 due to the pandemic, RSL Queensland harnessed an idea which originated in their community to launch their ‘Light up the Dawn’ campaign.
‘Light up the Dawn’ encouraged Australians to gather on their driveways at 6am on April 25 with participants provided with a seven-minute recording for their own event. RSL Queensland further supported the interstate RSL branches by sharing local area marketing packs.
As a result, more than 41% of Queenslanders (2.1 million people) participated in the 6am #LUTD vigil, and there were 174,000 live streams of our ANZAC Day service.