Hands Across Australia.
GenerationOne is a movement funded and supported by some of Australia’s most powerful business leaders – aimed at ending Indigenous disparity in one generation.
Red Bean Republic led all strategy, planning, creative and production of this groundbreaking campaign, working with GenerationOne to raise awareness of Indigenous disparity and measurably engage tens of thousands of Australians in supporting the cause.
For a campaign this bold and dealing with an issue this complex, it was important that Australian’s everywhere had the opportunity to truly engage with the movement. With this in mind, the strategy was to lead with a tightly-integrated set of experiential and social media activities, using traditional media to support the campaign.
Red Bean Republic worked with GenerationOne to launch Australia’s largest-ever fully integrated experiential campaign to call people to action and get immediate results.
The campaign included:
A world-first interactive projection on the sails of Sydney Opera House, supported by simultaneous giant outdoor projections in five other Australian cities
A national road show, touring the country and engaging local communities
A series of business breakfasts, engaging the local business community in the issue
A series of national university campus activations, engaging the support of students
A comprehensive social media and digital campaign including placed adverts, social networking, a viral kids game and a range of eDM activity
Traditional media (TVC, Radio and Print)
Supporting PR activities
Periodic awareness and issue research
The launch of GenerationOne was BIG – the first time ever that a real-time interactive event had occurred on a world-heritage site such as the Sydney Opera House. A cross section of Indigenous leaders, Australia’s most powerful business leaders, and celebrities including Russell Crowe, Cate Blanchett and Prime Minister Kevin Rudd took part in the world-first event, which took place at the Overseas Passenger Terminal in Sydney. All attendees at the event placed their handprints onto a canvas shape of the Sydney Opera House. This was filmed and projected live, using eight high-definition projectors, onto the sails of the Sydney Opera House.
Reinforcing that GenerationOne is a national campaign; simultaneous to the Sydney event massive GenerationOne branded outdoor projections took place on iconic buildings in Perth, Melbourne, Brisbane, Adelaide and Canberra.
The launch event was broadcast live on Sky TV, while GenerationOne TV commercials launched the same night.
The GenerationOne website, Twitter, YouTube and Facebook were all fed content in real-time from the launch.
A Crosby Textor survey 48 hours after the launch showed that over a quarter of all Australians had seen or read something about the launch of GenerationOne and one month into the campaign over 20,000 supporters had already signed up.
The rolling campaign has captured over 150 separate video interviews and success stories, and attracted significant national and local earned media coverage.
- March 2010