The Department of Veterans’ Affairs asks Australians to reflect in #1MS campaign

The Department of Veterans’ Affairs has launched a campaign encouraging Australians to take a moment to reflect on who they will be thinking about during the November 11 minute’s silence at 11am and share it using #1MS.

Australians including Johnathan Thurston, Les Hill, Curtis McGrath, Dan Sultan, Cate and Bronte Campbell as well as a current serving member of the Australian Defence Force, Bree Bailie are all involved in the campaign, which was created in partnership with creative agency Brand+Story.

Creative partner of Brand+Story and director of the #1MS spots, Paul Chappell said: “That one minute of silence is such a simple yet profound act of honouring all those service men and women who have sacrificed so much for us.

“We wanted to create a series of 60-second spots that embodied that simplicity, allowing the talent to reveal their heart-felt stories of gratitude, reverence and honour.”

Minister for veterans’ affairs and minister assisting the prime minister for the centenary of ANZAC Darren Chester said: “Remembrance Day is special to Australians, young and old, for many different reasons and sharing the stories is incredibly important.

“Many Australians have an ancestor or relative who has served or died in wars, conflicts and on peacekeeping operations and it is this deep personal connection that they remember. Others don’t have this personal connection but stand in silent gratitude to those who sacrificed so much for our nation over the last century.”

Production company Media Heads’ Peter Rubinstein added: “Our long history of interviewing veterans and creating content around commemorations made this campaign a natural fit for us. While the voices and faces in this series touch on the horrors, atrocities, and inhumanity of war, they also remind us of the courage, resilience, mateship and humanity that such adverse conditions can bring out in us.”


Client: Department of Veterans’ Affairs
Creative Agency: Brand+Story
Production Company: Media Heads
Director: Paul Chappell
Creative Director: Josh Whiteman
Executive Producer: Peter Rubinstein
Producer: Dave Carter + Paul Chappell
DOP: Simon Hammond + Marc Tromp
Sound Production: Ben Oakley
Talent: Les Hill, Curtis McGrath, Dan Sultan, Bree Bailie, Cate Campbell, Bronte Campbell, Johnathan Thurston


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