Australia’s Biggest Thanks

For this project my team and I were tasked with creating and executing a creative marketing campaign for Fortem Australia’s ‘Thank a First Responder Day’ initiative. This meant we not only had to research our audience and look at their lifestyles, habits, and societal trends, but we also had to use this information to create an effective campaign that would encourage engagement and brand awareness.

Following our research we had the idea for ‘Australia’s Biggest Thanks’, a campaign where users would post on the designated day a short ‘thank you’ message. These posts would be tallied up across all social media, with each post being added to a live stream on the ‘Thank a First Responder Day’ website. The stream would display the current number of thanks, and would display numeric milestones to contextualise the number of thanks (such as number of watermelons you can fit on a bus, or number of players in all of AFL history). The result is a campaign that shows the scale of appreciation from the wider Australian public.