THE CHALLENGE

With public awareness of Australian Red Cross’ core services at an extremely low level, ICON was engaged to use the 90th anniversary year of the charity to raise the profile of their current fundraising services, reposition the brand, strengthen relationships with current and prospective stakeholders and extend the organisation's relationship building and fundraising opportunities to a broader demographic.

THE SOLUTION

A fundraising gala event, which was organised and managed by ICON, was at the heart of the 90th anniversary communications to reposition Australian Red Cross in the hearts and minds of the Australian community.

The event received a high level of public and media interest and was attended by guests of honour, Crown Prince Frederik and Crown Princess Mary of Denmark.

THE RESULTS

The 90th anniversary royal gala was the largest and most successful fundraising event ever undertaken by Australian Red Cross in its 90 year history.

More than $1 million was raised for the charity during the evening – a record for the organisation with over $250,000 raised on the floor in just 15 minutes!

Additionally over 400 media impressions were created in Australia alone with an equivalent advertising value of approximately $8 million. There was also significant international media publicity generated, resulting in widespread coverage of the event on a global basis.