Paralympics Australia
Campaign Creative • Fundraising Collateral • Flyers • Billboards • eNews • Website Graphics
Photo: Delly Carr
Paralympics Australia leads Australia's Paralympic movement and supports the athletes who represent the country at the Paralympic Games.
The challenge
Fundraising is a big part of getting an Australian team to the Paralympic Games. For the Tokyo 2020 Paralympic Games, held from 24 August to 5 September 2021, it had to happen during COVID.
With social distancing in place, there would be no spectators at the Games. That meant no crowds to cheer the athletes on, and the fundraising needed a way to happen online. The campaign had to make supporters feel part of the Games, even though they couldn't be there.
The solution
Our solution was the Virtual Seat campaign, so fundraising could happen online while there were no spectators at the Games. If supporters couldn't sit in the stands, they could still be part of the Games and back the athletes from wherever they were.
We developed the creative idea and took it across every place supporters would meet it, so the campaign looked and felt like one clear, recognisable message.
Our approach
- Start with the problem. A Games with no spectators, and fundraising that had to move online.
- Find the idea. A single idea that gave supporters a way to take part.
- Build the campaign. One look across print, digital and broadcast.
- Support it through the Games. Fresh graphics, including for Channel 7's coverage.
How we helped
- Creative for the Virtual Seat campaign
- Fundraising collateral
- Flyers
- Billboards
- eNews
- Website graphics
- Graphics for Channel 7 during the Games, putting the campaign in front of a national audience
The result
The Virtual Seat campaign became the biggest and most successful fundraising campaign in the Paralympics Australia's history, raising over $1.5 million for Paralympians and changing history for athletes.
It showed that a strong idea, carried consistently across billboards, emails, web and broadcast, can turn a limitation into the reason people get involved.
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