Sydney - Saatchi & Saatchi has begun to unveil an integrated campaign for pro bono client Reconciliation Australia, supporting the official apology to the stolen generation by Prime Minister Kevin Rudd.
In May 2007, the agency handled the communication for the 40th Anniversary of the Referendum, launching www.reconcile.org.au and inviting all Australians to get involved.
The campaign simply directs all Australians to tune in 9am on Wednesday 13th February, and be a part of a new beginning for Australia. The elements include national TV, print, radio and email, as well as community and social digital networks such as U-Tube and Facebook, where members are being asked to change their status to SORRY on the day.
The campaign also directly targets all of Australia's major corporations and asks that they provide the time and facilities for their staff to be involved.
Saatchi & Saatchi CEO, Simone Bartley commented, "Kevin Rudd's apology to the Stolen Generation and the broader indigenous community on behalf of the Australian Parliament will be one of our country's most important historical events, and the team at Saatchi & Saatchi is thrilled to be a part of it.
"It has been our pleasure to support Reconciliation Australia's efforts to ensure delivery of a thorough and effective awareness campaign regarding Wednesday's event and one that reinforces the significance of this apology to the Australian people."
All pro bono media space has been organised by Optimedia.
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