For this, the 102nd anniversary of Anzac Day, the RSA aimed to appeal to an increasingly cashless society while also highlighting the important work it does with modern veterans.
This past weekend marked 100 years since the Anzac forces landed on the Gallipoli Peninsula. As a result, ceremonies and events were run up and down the country resulting in exhibition openings, parades and the building of a gigantic poppy. To put the scale of the event in context, the New Zealand Government alone is estimated to have spent around $42 million on centenary commemorations—and this only paints part of the picture given that promotional spending by brands is difficult to tally. And while most of the activations were in good taste here and across the ditch, the event once again served as a reminder of the fine line between commemoration and commercialisation of a tragic day in history. Here’s a rundown of some of the activations that took place.
NZME recently helped to raise in excess of $300,000 for children caught up in the Syrian strife through World Vision’s ‘Forgotten Millions’ campaign, which was fronted by journalist Rachel Smalley. And now, the company is turning its attention to another good cause by using all its available channels to raise funds for the RSA in the lead up to the centennial anniversary of Anzac Day.
ANZ has teamed up with the RSA to launch an online campaign that gives Kiwis the opportunity to publicly honour the heroes who were part of the troops that landed at Gallipoli on 25 April 1915. Hosted online on a microsite dubbed called Shadow Battalion, the campaign allows visitors to select a hero and then provide a reason for remembering this person.
This year, 25 April marks the centennial anniversary of the Anzac landings at Gallipoli, a poignant moment that to this day serves a reminder of the solidarity that holds the Antipodes together. Given the national interest driven by the event, TVNZ has planned a range of programming dedicated to the infamous moment in history. And in an effort to spread early awareness, the broadcaster has launched a campaign called ‘Letters from our past … delivered to our future’ tells the stories of soldiers who fought in the battle.