This entry is appropriate for this category is it is a shining example of how a powerful idea can successfully raise awareness of an important issue on a national scale without spending a single dollar on paid media.

The campaign:

Australia has 2.6 million unpaid family carers. They care for their disabled children, and their partners 24 hours a day. And they do it with almost no recognition. With no media budget, our task was to draw attention to the significant role they play, with an idea befitting their tireless efforts.

The idea: Tell the story of what it’s like to care nonstop through a 24 hour, nonstop orchestral concert. We assembled over 200 of Australia’s finest classical musicians from the countries leading orchestras and challenged them to play for 24 hours in one of Australia’s finest concert halls.

But the concert was about more than music. Brutally honest and moving short films about individual carers were shown during the event, with the orchestra providing a live score.

During the event, carers and those they cared for were rotated in and out of the orchestra as guest musicians and conductors. Many of the musicians themselves were also carers, and also told their stories throughout the 24 hours.

The entire concert became a living celebration of the difficult yet beautiful and ultimately human act of caring.

And for those who couldn’t attend the concert in person, the entire event was streamed live online for the full 24 hours.

We assembled over 200 of Australia’s finest classical musicians and challenged them to play for 24 hours in one of Australia’s finest venues.

But the concert was about more than music. Brutally honest and moving short films about individual carers were shown during the event, with the orchestra providing a live score.

During the event, carers and those they cared for rotated through orchestra as guest musicians and conductors. Many of the musicians themselves were also carers, and also told their stories throughout the 24 hours - bringing to life the message - When we work together, nothing is impossible.

The results:

6,500 people attended the concert in person.

Over 40 countries watched the event live online.

The event trended on Twitter.

The campaign message reached 217 news outlets nationwide.

15 minutes of national TV coverage.

1 hour of radio coverage.

13.7 million Australians (from a total population of 22.9 million) were reached.

35% increase in awareness of caring as an issue amongst key target audience (55+) (Qant research)

20% increase in awareness of caring as an issue amongst all Australians (Qant research).

The Prime Minister even promoted the event.

All without a single dollar being spent on media.