Walking Wounded

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Title

Walking Wounded

Advertiser:

Walking Wounded

Year:

2016

Source:

OMA

Product Category:

Charities

OOH Format:

Indoor

Country:

Australia

Objective:

Walking Wounded is a charity that supports Australian returning veterans facing post-traumatic stress disorder. The campaign aimed to increase donations in order to save returning servicemen and women from suicide by building awareness on this critical issue.

Target Group:

Australian adults.

Strategy and Media Used:

The campaign ran for two months, using place-based digital and static boards as well as outdoor ads. Walking Wounded decided to make a real impact and entice donations by showing shocking facts about veterans to Australians. In shopping malls, consumers were able to make a donation on the spot by just taping their credit card on the digital boards.

Results:

  • 86% of Australians were reached in the first 3 weeks
  • 2 in 3 are now aware of suicide affecting returned soldiers
  • 51 families contacted Walking Wounded to intervene for a family member suffering from PTSD
  • Brand awareness of Walking Wounded almost doubled from 15% to 29%
  • 30% recalled the advertising, with recall increasing to 49% in the retail environment
  • One in four spoke to friends and family about the issue of PTSD as a result of seeing the advertising
  • Monthly online search volumes increased six-fold
  • More than 20,000 social brand engagements occurred during the campaign; and
  • Three in five who recalled the advertising said that they are likely to donate to Walking Wounded in the future.