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Conceived at the height of the COVID-19 crisis, Theory launched TogetherGC as an outworking of our strongly held belief that design has the power to affect positive change.
This self-initiated large-scale community artwork project saw positive, community-centric messaging prominently displayed across the Gold Coast.
TogetherGC celebrated the kind-hearted community spirit that flourished during the crisis – further inspiring Gold Coasters to pull together during a time of real adversity.
Designed to appeal to all residents, the artwork reflects the positive, optimistic and community-centric messaging. A bright, bold and engaging visual style provided the required cut-through and injected some much needed optimism into an environment saturated with fear, anxiety and negative messaging.d
Our partnership with QMS Media saw TogetherGC artwork appear across out-of-home advertising sites throughout the city – sparking moments of positivity as residents went about their essential activities during lockdown.
Serving as hubs to local communities, we also made a range of posters available to local cafés – helping spread the positive community-centric messaging to their takeaway customers.
We had an overwhelming response from local businesses which resulted in the artwork appearing in cafés, restaurants, shops, offices and shopping centres throughout the Gold Coast. Notably, The Gold Coast Public Health Unit utilised the artwork to inspire the team responsible for fighting COVID-19. We also had several medical practices request posters as a means to reduce anxiety and fear among their patients.
The campaign received local and national media attention with 7News, 9News and The Daily Telegraph all running stories. Appearing prominently across the city, the TogetherGC artwork was seen by over 94% of Gold Coast residents*.
We would like to extend a massive “thankyou” to our media partner – QMS Media – along with all the local businesses that partnered with us to make this initiative such a success.
*94.8% total reach – MOVE campaign data