Through TV and online we invited Australians to text in, and for every 100 texts from the community, TELSTRA would donate an XO Laptop to One Laptop per Child Australia. Through this initiative, 500 additional laptops were donated to children in remote communities within AustraliaMedia partnerships enabled us to access Australian celebrities. These familiar celebrities uncovered the stories of the children who had received an XO laptop. From this, we produced a 30 minute television show that ran on free to air television. Then, we leveraged the show into the mediums our celebrity presenters were from.

The content ran on television on Sunrise and in The Morning Show. In magazines we ran feature advertorials and online we ran the content across a wide range of websites and on the TELSTRA website.

Year on year the brand health statement ‘TELSTRA is a community minded brand’ increased by a huge 53% against family segments. We received positive support from the community “A good idea – an act of generosity otherwise some kids wouldn’t get the benefit of technology - makes you feel better about TELSTRA.” – Anne McGregor, family respondent. Additionally over 50,000 texts of support were received from the public.