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Sold Australia’s sky for the Royal Flying Doctors

With a dwindling elderly donor base the Royal Flying Doctor Service needed to appeal to a younger urban audience. Unfortunately this predominantly outback service had become irrelevant to young people living in major coastal cities – a major problem as the RFDS relies on charitable funding for half its income. We needed to secure this new donor base to ensure the survival of this iconic service. So we decided to sell something no Australian had ever had the chance to buy before – the sky.

My role:
Campaign Strategy
Digital Creative Concept

Recognition:
Cannes Lions 2014 Finalist (PR)
Cannes Lions 2014 Finalist (Media – Charities)
Cannes Lions 2014 Finalist (Media – Use of Digital Platforms)
PR Week Asia 2014 Gold (Non Profit)
Havas Worldwide social media campaign of the year 2013

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