A fundraising appeal for defence force charity Legacy Australia is the centrepiece of News Corp Australia’s three-week ANZAC day campaign.
The multiplatform editorial and retail campaign will encourage young readers to “Learn the Legend” of Australia’s war history over the past 100 years, donate to support families of those who served and features a 14-piece coin collection.
The fundraising appeal was kicked off with a $500,000 donation from Westpac. It will go towards an education fund for Australian women and families affected by the death or illness of a family member who served in the Australian Defence Force.
The appeal was launched at an event held at Victoria Barracks in Sydney and hosted by News Corp Australia executive chairman, Michael Miller; Westpac Group chief executive consumer bank, George Frazis; Victoria Cross recipient, Ben Roberts-Smith; and Legacy Australia chairman Tony Ralph.
Accepting the donation on behalf of Legacy Australia, Mr Smith VC MG thanked Westpac and News Corp Australia for the generous donation and the opportunity to be part of the campaign.
“This funding will directly impact women and children and help Legacy fulfil its mission of ensuring that families and dependents enjoy and experience the best upbringing, education and opportunities that Legacy can facilitate,” Mr Smith said.
Mr Miller said the nation was “indebted to the brave men and women who have fought to protect Australia and our way of life”.
“Our 2016 campaign will see us share the stories of military moments from World War I to the present day that have defined our nation, and to encourage Australians to donate to Legacy,” he said.
“We hope to help instill pride in our brave servicemen and women, but also in remembering the sacrifices of previous generations we hope that young people will understand the value of peace.”
News’ leading metro, regional and Sunday papers across the country will participate in the ANZAC day campaign including The Australian, The Daily Telegraph, The NT News, Gold Coast Bulletin and Geelong Advertiser.
Readers are able to collect a new coin over 14 days with the purchase of any News Corp Australia newspaper after its staggered launch starting from April 9.
The limited-edition, legal tender, collection this year includes four Nordic gold 25 cent pieces especially designed by the Royal Australian Mint.
The first 25 cent gold coin commemorates “Our Legends” which, together with a collector’s album, comes free with each purchase of the newspaper from participating newsagents across Australia. Subsequent coins will be available for $3 each over the following two weeks.
The campaign will be amplified through a marketing campaign across print, TV and digital and was created by Archibald Williams.
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