Blog Case Study: FFAF 2025 Campaign
Beyond the Shirt: How Sunny Advertising Reframed Flanno Season to Break Records and Build CommunityOVERVIEWWhat started as a single-day grassroots fundraiser has now become one of Australia’s most recognisable charitable movements, and in 2025, Sunny Advertising helped it reach new heights. By shifting the narrative from “Flanno Day” to “Flanno Season,” we removed the pressure of one-off participation and created a more inclusive, momentum-driven campaign. The result? A record-breaking fundraising total, thousands of new supporters, and a renewed national conversation about what it means to back Aussie farmers.Our team led the strategic evolution of Flanno for a Farmer into a month-long campaign that brought together heartfelt storytelling, national partnerships, ambassador-led advocacy, and a powerful digital media mix. It wasn’t just about raising money, it was about building a movement. And it worked.Strategy & ApproachWith a clear target of raising $500,000 for rural communities, we took a bold step: rather than focus everything on a single day, we turned August into “Flanno Season.” This small but deliberate shift unlocked greater flexibility, increased participation, and eliminated one of the biggest barriers to action: people simply not being available on a set date. It also gave us breathing room to avoid the typical post-peak donation dip that so often follows national days.Our strategy was centred around four pillars:* Extend the campaign window to sustain momentum* Leverage high-profile and grassroots ambassadors to tell powerful stories* Deepen brand partnerships with aligned collaborators* Activate across digital, social and retail channels to maximise reach and responseThrough it all, we kept the farmer at the heart of the story. From regional Queensland to corporate boardrooms, our content invited people to connect emotionally, act generously, and feel part of something bigger than themselves.Brand partners, including Travla Beer, IGA, Lowes, and Sci-Fleet Toyota, helped scale the message, while ambassadors such as Travis Fimmel amplified it with authenticity. Our team carefully managed content rollout, influencer engagement, and multimedia timing to build awareness early and sustain it across all 31 days.KEY OUTCOMESThe impact was undeniable. * Over half a million dollars raised, with the campaign exceeding its $500K target. * Thousands of people wore a flanno and shared their support, from outback towns to metro offices. * Community fundraisers and brand activations flourished, many returning from previous years and others jumping in for the first time. * Farm Angels’ digital channels exploded, with millions of video views, thousands of new followers, and social media becoming the single largest driver of online donations, converting engagement directly into impact. * Travla Beer’s campaign raised over $130K, showing the power of aligned product collaborations when paired with great creative and genuine intent.What made this campaign stand out wasn’t just the numbers; it was the emotional resonance. The stories, the selfies, the team fundraisers. Every flanno worn became a conversation starter, a fundraising tool, and a visible show of solidarity with those doing it tough in the bush.LASTING IMPACTMore than a feel-good moment, this was a strategic shift with lasting results. Flanno for a Farmer is now seen not as a date on the calendar, but as a movement Australians can participate in on their terms, driving donations, sparking conversations, and building community across the country.By anchoring the campaign in authenticity and making it accessible to everyone, we helped transform a humble flanno into a national symbol of hope, resilience and rural pride.
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