Our brief from Lifeflight was to cut through the clutter with a striking and memorable moment. Targeting both cold and warm audiences, we needed to raise more than $1 million for an exciting new capital works project in regional Maranoa, Queensland. We developed a highly targeted digital campaign with a proposition to appeal to proud Maranoans – they had a once-in-a-generation opportunity to help protect their loved ones and their community. For their family, friends, and neighbours. For the youngest child to the most respected Elder. For every Maranoan, in every corner of the region, we asked them – will you be a Local Legend?

Our multi-channel approach used direct mail and digital channels to tap into LifeFlight’s strong grassroots community support. Tone created a suite of Key Visuals that connected the Maranoa community with the LifeFlight pilots and crew. This visual approach successfully built a strong, engaged group of local supporters who backed the initiative and kickstarted the long-term capital campaign so LifeFlight could deliver life-saving aeromedical and rescue services across the region.

The campaign was a huge success, with the custom-built helicopter base opening 15 months later, and LifeFlight’s community having contributed $2.3 million in donations. Ensuring regional Queenslanders have access to vital aeromedical and rescue services.