In October 2013, fierce bushfires ravaged New South Wales. In the Blue Mountains alone, thousands of people were evacuated and 200 homes were reduced to ash. In the midst of these tragedies, the Australian Red Cross provided support with recovery teams, trained staff and volunteers. But for continuing care, they needed donations.

To help the Red Cross raise much-needed funds, we targeted high-end givers through an innovative PR idea.

We commissioned thirteen of Australia’s most famous artists (including Nicholas Harding, Paul Ryan, Anne Judell, Archer) to use the charred remnants from people’s properties and environments to create one-of-a-kind artworks. These unique artworks were then auctioned, with all proceeds going towards the vital disaster relief and recovery work that Red Cross performs.

The project encouraged donors to dig into their pockets and helped provide a new beginning for bushfire victims.

At its core, ‘Embers of Empathy’ was a simple idea that sparked a massive PR campaign that garnered support across Australia. It was picked by major television stations, shared on social media sites, press and radio channels. What’s more, it was incredibly cost-effective, with all the artists donating their time and profiles to the cause.

At its core, ‘Embers of Empathy’ was a simple idea. It took the charred remnants from the bushfires and used them to raise funds and create mass awareness of the victims’ plight. By using prominent Australian artists we delivered a story Australians are overly familiar with, in a new and highly emotive way. It symbolized just what the Red Cross does - provide hope and help in the midst of heartache, to Australians who need it most.

With zero media dollars and in less than 2 months the campaign raised $69,000 for the Red Cross’ Disaster Relief efforts. It spread the news of the bushfires and rose awareness of Red Cross activity to over 13,218,000 Australians. The campaign also earned over $149,782 worth of free editorial coverage. And ultimately, identified Red Cross as an organization through which anyone can help those affected by a natural disaster.