Campaign: Embers of Empathy

WPP company(s):
GPY&R Sydney
Red Cross


In 2013, fierce bushfires destroyed many homes in Australia’s Blue Mountains. Australia’s Red Cross played an important role in relief efforts. GPY&R helped the Red Cross raise awareness and funds with an auction of work by prominent Australian artists using charred fragments from houses and land destroyed in the bushfires.


  • Raised AUS$69,000 funds.
  • AUS$149,782 worth of free editorial coverage.
  • AUS$449,346 worth of free PR.
  • Over 13,218,000 people touched by the campaign.
A poster showing various images of fire, charcoal and art