How do you get Australians to support the Australian Paralympic Team?

The Australian Paralympic Team is one of our most celebrated teams in the Olympic circle. Yet incredibly and unlike their able bodied peers, they rely on public donations to represent their nation at the games. Our job was to create a fundraising campaign to help these athletes get to the games. It was important that we celebrated these athletes for their status as world class, elite athletes and not just for the obstacles they have overcome in coming to terms with their disabilities.

Our idea was simple to ask the Australian public to believe in them and their abilities as much as they do themselves. To Pledge their Belief.

The campaign achieved unprecedented support. It was featured on high rating TV shows including Channel Nine's Today and Network Ten's The Project while also trending nationally on social media channels including Facebook. The fundraising target was doubled in the first two months. And we reached the new audience the team wanted, with 75% of site visitation new users.