Our challenge was to raise awareness of the role of Australia’s 2.6 million unpaid family carers; those people who look after their family members who may be frail, aged or have a physical or mental disability. But there was one catch: there could be no paid media.
Our response was to create an event that was to be a world-first 24 hour nonstop orchestral concert at Melbourne’s premier venue that told the true story of caring as it had never been told before. Just as carers have to find a way to keep going, so did our musicians and all those who helped them during the concert.
We staged a continuous 24 hour orchestral concert at Melbourne’s premiere arts venue in front of 6,500 people reaching 13.4 million Australians and an international audience (through the live webcast) in over 40 countries with a message that they hadn’t heard before – without spending a cent on media.
To help promote the campaign, we enlisted the help of Australia’s Prime Minister, our Head of State the Governor General and two Federal ministers. We found 20 of Australia’s top celebrities to lend a hand and to play a role in the orchestra.
We made the concert a unique social media experience with the #impossibleorchestra trending on twitter in Australia during the event.
The campaign was hailed by the editor of Australia’s premier marketing blog Mumbrella as “The most beautiful, powerful and sensitive advertising idea he had ever seen”