The 2004 Boxing Day Tsunami ravaged 14 countries and is recognised as one of the worst natural disasters on record. Generous donations from Australians helped deliver 'Care Packages' of aid to over a million survivors. Our problem: people don't know where their donation dollars go.
A decade later, on the anniversary of the tragedy at Australia's biggest sporting event – the Boxing Day Test cricket match against India, one of the most effected countries – Care Australia delivered the first Care Package to those not in need: The Care Package of Thanks featuring 10,000 personalised thank you letters written by survivors. With zero media spend we generated $1.7 million in PR value and a 434% increase in donations.