From ash to art: in 2013, fierce bushfires destroyed many homes in Australia’s Blue Mountains. Australia’s Red Cross played a very important role in relief efforts. Working in the team at GPY&R, and visiting the decimated homes in the Blue Mountains myself, we helped the Red Cross raise awareness and funds by curating an auction of work by prominent Australian artists using charred fragments (embers) from houses and land destroyed in the bushfires; turning symbols of tragedy into instruments of hope.
THE RESULTS
Raised AUS $69,000 funds.
AUS $149,782 worth of free editorial coverage.
AUS $449,346 worth of free PR.
Over 13,218,000 people touched by the campaign.
Zero dollar media spend.
Winner: 2015 Pro bono campaign of the year - CommsCon Conference and Awards.
A privilege.