How an Organisation Gained Everything by Asking for Nothing
The 2004 Boxing Day Tsunami devastated 14 countries, prompting Australians to donate generously. But few knew where their aid went.
A decade later, at the Boxing Day Test where Australia played India (one of the hardest-hit nations) Care Australia delivered a new kind of aid: The Care Package of Thanks, featuring 10,000 handwritten letters from survivors.
With zero media spend, the campaign earned $1.7 million in PR value and drove a 434% increase in donations.

AWARDS:
MUMBRELLA AWARDS | Pro Bono Campaign of The Year 
ADNEWS AWARDS | Media Campaign of The Year | Finalist 
AWARD AWARDS | Bronze | Charity