Matthew Miller
Oct 24, 2013

Australia's flying doctors 'sell' patches of sky for support

AUSTRALIA - With Havas Worldwide as creative agency and Red Agency handling PR, Australia's Royal Flying Doctor Service (RFDS) has launched an integrated campaign that asks people to 'buy' patches of the sky in order to support the service.

wide player in 16:9 format. Used on article page for Campaign.

For a AUS$50, tax-deductible donation, people who opt to 'Buy the sky' get a digital certificate showing their name and the coordinates of a specific square of the sky 1 km on a side. They can then opt-in to receive ongoing communications, such as Facebook alerts whenever a flight passes through their part of the sky.

Matt Wright, star of National Geographic's Outback Wrangler has been brought on to support the campaign. 

Steve Coll, executive creative director of Havas Worldwide Sydney, said the concept fits because "endless blue sky is such an iconic part of this country". Getting the idea up and running required a huge effort from the entire agency, he added.

"As the only driver to the campaign, our media relations and social strategy is crucial in the success of what is the RFDS's biggest and most ambitious fundraising campaign to date," said James Wright, managing director of Red Agency.  

Each year, the RFDS logs 26.5 million flight kilometres, provides care to more than 270,000 Australians and carries out 40,000 air evacuations.   


Executive Creative Director: Steve Coll
Creative Group Head: Chris Johnson
Creative Team: Chris Johnson, Dave Ladd, Paris Giannakis
Digital Creative Director: Jay Morgan
Digital Design: Adam Shutler
Digital Production: Jeronimo De Leon, Shiv Suchdeva
Design: Darren Cole, David Sark
GAD: Dan Smith
Senior Account Director: Ben Fayol
Account Director: Zoe Potter
Planning: Phil Johnston, Anthony Dever
TV Production: Ros Payne
Print Production: Chris Hulsman, Bridget Brice
PR: Red Agency: James Wright, Nick Day, Will Roach
Editing & Effects: Method
Music: Song Zu
Digital build: Blu Arc 

Related Articles

Just Published

2 hours ago

Agencies in APAC raced to ready themselves for ...

As clients chased after homebound consumers, agencies rushed to retool their capabilities and reskill their employees to capitalise.

2 hours ago

Former R/GA exec Nicky Bell to lead Facebook ...

She will lead a team of creative strategists across 39 offices who are tasked with helping advertisers improve their messaging across Facebook, Instagram, Messenger, Oculus and WhatsApp.

2 hours ago

Password-strength campaign gets a little personal

A confrontational campaign in Sweden grabs attention by shaming people for their poor password choices.

3 hours ago

KFC leans into finger-licking mantra in Singapore

If your chicken isn't FLG we'll replace it, promises an Asian version of the brand's Colonel in a new campaign from The Secret Little Agency.