By Andrew Starke
Victoria Bitter has launched a television campaign in support of its 2011 Raise A Glass Appeal, now in its third year, in support of serving and ex-service men and women of the Australian Defence Force (ADF) and their families.
This year the national fundraising appeal is spearheaded by a TVC featuring Corporal Mark Donaldson VC sharing his story.
“Corporal Donaldson has a great story to tell. The son of a veteran, his family were beneficiaries of Legacy, so he understands firsthand the support they can offer and the value of the Raise A Glass Appeal,” said CUB marketing director, Paul Donaldson.
“We believe that by telling his story through the commercials he will help the Appeal connect and engage with a younger generation of Australians, raising funds for other families in need of the support of both the RSL and Legacy.”
The 30 second television commercial created by Droga5 features Corporal Mark Donaldson VC enjoying a BBQ with a few close mates and speaking about the importance of the Raise A Glass Appeal.
In addition to the commercials featuring Corporal Mark Donaldson VC, VB will also be airing new edits of the 30 second television commercials featuring veterans Keith Payne VC and World War Two veteran Bill who featured in the 2009 and 2010 Raise A Glass Appeal campaigns.
There will also be a national print campaign and cinema advertising.
Many pubs, clubs and liquor stores around Australia have also shown their support for the Appeal.
Throughout the campaign VB will be installing donation boxes in support of the Raise A Glass Appeal at hundreds of venues around Australia.
The third year of the VB Raise A Glass Appeal was launched nationally at ANZAC House with key representatives from the RSL and Legacy and special guest General Peter Cosgrove.
To date, the campaign has raised in excess of $2.4 million for the RSL and Legacy, with one hundred per cent of the money generated by the Raise A Glass Appeal evenly divided between the two organisations.
In keeping with the last two years, VB will kick start the fundraising by contributing $1 million to the Appeal.
For further information about the Raise A Glass Appeal, click here.