Invictus Games
Social Campaign and Communication Strategy
It was ‘Game on Down Under’ when Australia welcomed wounded, injured and sick military service personnel, both serving and veterans to the Invictus Games in Sydney, Australia. To kick off the count down, a reception hosted by Malcolm Turnbull officially launched the event. To mark the commencement a multitude of assets were designed, which would set the tone and look for the upcoming event. Social media, communication documents and OOH were done to promote and create a buzz among participants and spectators alike. Photography of wounded soldiers, moments of triumph and camaraderie were used in all communication, highlighting the key themes of the games purpose which were to inspire, support and enable those involved to reclaim their purpose, identity and future, beyond injury.