World-first social media innovation moves Poppy Day from street appeal to tweet appeal in new campaign via digital agency TEQUILA\

The poppy has been a mark of respect and remembrance since World War I. From Friday, 20th April, people will be able to use this powerful icon to show and share their support of Poppy Day on Twitter.

James Perrin, ANZ head of digital marketing says: “Just as people can donate on the street and wear a badge showing their support for Poppy Day they can now donate with a text then wear their badge on social media. Twitter profile images often represent someone’s personality and adding a poppy to it demonstrates their personal support for Poppy Day.”

This world-first social media donation mechanic will help make Poppy Day relevant to a new audience, engaging people in a social media environment with the longstanding campaign.

Says Ross Howard, TEQUILA\ creative director: “Poppy Day is a significant and important event in New Zealand’s annual calendar. We want to provide a new context for poppies and resonate with a digitally savvy audience who might not respond to traditional street appeals. We believe social media is the way forward for fundraising appeals in our increasingly cashless society. We plan to use the ground-breaking donation technology that TEQUILA\ has developed for this campaign with Touchpoint to help build a fundraising groundswell, adding more social networks and charities as time goes by.”

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