RSL Queensland named one of AFR's Most Innovative Companies

RSL Queensland is honoured to be recognised as one of Australia and New Zealand’s Most Innovative Companies for its 2020 ‘Light Up the Dawn’ ANZAC Day campaign.  

The prestigious annual list was published today by The Australian Financial Review and Boss Magazine and recognised top innovations implemented in the past two years. 

RSL Queensland interim CEO Robert Skoda said the ex-service organisation was thrilled to be recognised with the Special Award for Best Marketing Innovation for its 2020 ANZAC Day campaign. 

The campaign also ranked fifth on the Government, Education and Not-For-Profit list from over 700 nominated organisations based on a rigorous assessment process managed by consultancy firm Inventium. 

“In 2020, traditional ANZAC Day services and marches across the country were cancelled just six weeks prior to the day of commemoration as Australians and New Zealanders were called again to action, this time in a fight to contain the COVID-19 pandemic,” Mr Skoda said.  

“At the time, we were overjoyed to see the public suggest so many alternative ways to mark ANZAC Day. One that kept coming up on social media was the idea of gathering at the end of our driveways at dawn.  

“We agreed that this was a great idea—and a safe solution—which is why we threw our support behind it.” 

RSL Queensland committed to a strong, integrated marketing campaign asking people to Light up the Dawn on ANZAC Day – to safely gather at the end of their driveway, on their balcony or in their living room at 6am on 25 April for a collective moment of commemoration. 

“Our campaign sparked a roaring flame of public support. Media organisations donated in-kind advertising support to the value of $4.5 million. Over 8500 articles and broadcasts were generated nationally and Light Up The Dawn had the number one Google search ranking,” Mr Skoda said. 

“Our commemorative service was streamed by more than 215,000 people. More than 419,000 users viewed more than one million pages on the campaign micro-site. Even the Prime Minister and Queensland Premier encouraged everyone to take part.”  

As a result of RSL Queensland’s Light up the Dawn campaign, the number of people attending a Dawn Service in 2020 increased 130 percent with about two million Queenslanders participating. 

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