The Australian Paralympic Team is one of our most successful teams, yet incredibly, they rely on public donations to compete. So we needed to raise funds to get them to the Games.
By immersing ourselves in the atheletes’ stories, we realised it takes a lot of self-belief to make it as an elite sportsperson. But for a Paralympian, that only takes you part of the way. The gritty reality of what these athletes go through was the starting point of our idea, and the request was simple: Pledge Your Belief.
The campaign achieved unprecedented support, being picked up by TV programs like Today and The Project, and trending nationally on social media. The fundraising target was smashed by 50% in the first two months. And we reached the new audience the client wanted, with 75% of site visitation new users.
I’m proud to say, that our ‘Believe’ idea continues to play a big part in the brand’s identity today.
