RSL Anzac Day Appeal: The minute of silence campaign

Tom Hyde
DDB Melbourne

The emerging problem: Anzac Day has become about history, not people.

Every year we take a minute to bow our heads and remember those that risked everything in lands far from home. It's a minute that means so much to so many, an iconic excursion into solemnity, a nation united in remembrance for the impossibly brave. And then with sixty slight ticks of the hand it is over, and the rest of Anzac Day plays out, happily drifting into the rest of the year… until April the 25th comes by again and our heads are called to bow once more.

For many, this is the moment of meaning for Anzac Days. Sixty short seconds of contemplation. And it is during this brief but potent moment, that RSL's Anzac Appeal must find some leverage.

Of course people's generosity stretches further than those 60 seconds. The sight of an elderly veteran rattling a tin on a street corner in exchange for a shiny pin has consistently been enough to encourage many to reach in their pockets and give.