CHOOSE YOUR PATCH.
The Royal Flying Doctor Service is uniquely Australian, but this iconic service had become increasingly irrelevant to a generation of sunset-snapping, coastal dwellers. The RFDS relies on charitable funding for over half its income and with a dwindling elderly donor base we needed needed to appeal to a younger audience to ensure to keep these much-needed planes aloft.
So we sold something no Australian had ever had the chance to buy before——our vast, blue sky.
WITH: Havas Worldwide
We didn’t sell just any old pieces of sky. We sold patches along the major RFDS flightpaths.
WATCH: Campaign case study
Cannes Lions 2014
Finalist (Media——Use of Digital Platforms)
Spikes Asia 2014
Bronze (Digital——Use of social media)
PR Week Asia 2014
Gold (Non Profit)
Havas Worldwide social media campaign of the year——2013
184,000 website visits to date
63% opting in for further comms
22,085 patches sold so far