Blue Ribbon Foundation

Blue Ribbon Day is a community Remembrance Day for Victoria Police officers who have died in the line of duty. It was established by a group of community leaders in response to the murders of Gary Silk and Rod Millar in 1998. Through Blue Ribbon Day, donations are sought to create new emergency medical facilities across Victoria that are ‘living memorials’ to fallen police officers. With a long history of support with the Blue Ribbon Foundation, DPR&Co was asked to create a campaign to significantly raise awareness of the sacrifice made by Victoria Police personnel in preserving public order and keeping Victorians safe.

All Victorians 16+


FTA TV, BVOD, OOH, radio, digital, POS, social, press, posters.


15 and 30 sec TVC/OLV, digital display, 15 and 30 sec radio, Supersite and billboard art, posters, print ads, digital OOH, digital POS, social messaging.


As this is a community CSA campaign, a critical KPI is the level of media support through the donation on time and space. Early tracking shows record contributions delivered through Swifty Media.

Audience performance and donation results will be unavailable in late October.

Ambulance Victoria

View Work.

More from DPR&Co.