Every day 2.6 million unpaid Australians face the seemingly impossible task of caring for their disabled children, ageing parents and partners, nonstop, 24 hours a day.
We challenged 260 of Australia’s finest classical musicians to achieve the impossible feat of playing nonstop for 24 hours in Australia’s premiere concert hall to celebrate the impossible yet beautiful and ultimately human act of caring 24 hours a day.
To help promote the campaign, we enlisted the help of Australia’s Prime Minister, our Head of State the Governor General and two Federal ministers. We found 20 of Australia’s top celebrities to lend a hand and to play a role in the orchestra. The campaign was hailed by the editor of Australia’s premier marketing blog Mumbrella as “The most beautiful, powerful and sensitive advertising idea he had ever seen”
For those who couldn’t attend the 24 hour concert in person, the entire event was streamed live online for the full 24 hours on the Impossible Orchestra mobile app, Facebook, Youtube and the Care Aware website. Played in front of 6,500 people, we managed to reach 13.4 million Australians and an international audience in over 40 countries with a message that they hadn’t heard before. The concert became a unique social media experience with the #impossibleorchestra trending on twitter in Australia during the event.
During the event, carers and those they cared for were rotated in and out of the orchestra as guest musicians and conductors. Carers Martin, Len, Courtney, Sophie and Dianne shared short films that provided an emotional and raw glimpse into the everyday experiences of carers. Launched on the Care Aware website and shared online via social media, facebook and youtube these short films recognised that we are a nation of carers. We just don’t know it.
But the concert was about more than music. During the event, carers and those they cared for were rotated in and out of the orchestra as guest musicians and conductors. Brutally honest and moving short films about individual carers were shown during the event, with the orchestra providing a live score. Many of the musicians themselves were also carers, and also told their stories throughout the 24 hours.