Legacy Australia / RSA NZ: The Half Biscuit

Legacy Australia and RSA New Zealand, two organisations supporting service personnel, emphasised the bond between their respective countries on Anzac Day by launching the Half Biscuit.

Campaign details

Brand: Legacy Australia and RSA New ZealandAgency: VMLY&R MelbourneCountry: Australia

Objectives

Brand metrics
  • Increase awareness of the veterans' support groups Legacy Australia and the Royal New Zealand Returned and Services' Association (RSA NZ).
  • Increase engagement with Legacy Australia and RSA NZ.
Consumer behaviour
  • Increase people's understanding of the collaboration of Australian and New Zealander soldiers in conflicts, especially World War I.
Brand health
  • Improve consideration to donate to Legacy Australia and RSA NZ.
Sales success
  • Increase donations to both Legacy Australia and RSA NZ.

Summary of the work

Background and context

April 25...

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