Charities are under pressure at the moment. People’s heads and hearts are elsewhere as the side effects of Covid strain everyone’s lives. Legacy has traditionally undertaken face-to-face initiatives to drive engagement and donations. This wasn’t possible for a year, so Anzac Day 2021 was especially important for Legacy, a time when people remember those that war has scarred.

Havas Media has developed a performance services-driven month-long campaign around Anzac Day to grow awareness and donations for Legacy Sydney and its work supporting the families of Australian veterans. The campaign is the latest step in Havas Media’s support for Legacy Sydney’s digital transformation after Covid’s interruptions.

Virginia Hyland, chief executive officer of Havas Media, explained, “The goal was to better engage audiences to consider supporting Legacy. Delving into customer acquisition insight Havas Media successfully optimised the new Legacy website. To complement this work the team delivered an end-to-end performance acquisition solution to support Legacy Sydney’s adoption of new technology and digital strategies, including SEM, SEO, conversion rate optimisation and paid social.”

The Anzac Day campaign ran across broadcast, digital, radio and social channels. The social elements incorporate demographic and geographic targeting to drive traffic and conversions with all social creative, linking to a donation page. Above the line media is designed to drive awareness of Legacy Sydney’s valuable work.

“Every day our team are committed to create Work with Meaning. We are exceptionally proud to support Legacy Sydney and its enduring commitment to such socially important work. By adopting Havas Media’s integrated performance services, Legacy now has discovered new ways to continue to engage meaningfully across the entire consumer decision journey, making a purposeful impact on the lives of veterans’ and their families,” Hyland noted.

Nikki Hollis, president of Sydney Legacy added, “Legacy is excited about the opportunity of partnering with the international marketing, media and communication group, Havas Media, to provide advice and guidance on the use of our brand, develop cost-effective national marketing plans and revitalise our social media strategy to connect with our supporters and donors.”