Originally the advertisement was cr

Originally the advertisement was created to appear in a defense force magazine to highlight the role that Australia Post plays in keeping defense personnel in contact with loved ones. However it was so well received that Australia Post decided to run it in other magazines in the lead up to Valentines' Day. It proved so popular in showcasing print as an advertising medium, that one publication even re-ran the ad for free. Yet more positive feedback emerged from these additional insertions and a second concept was developed to coincide with Mothers Day.

Originally the advertisement was created to appear in a defense force magazine to highlight the role that Australia Post plays in keeping defense personnel in contact with loved ones. However it was so well received that Australia Post decided to run it in other magazines in the lead up to Valentines' Day. It proved so popular in showcasing print as an advertising medium, that one publication even re-ran the ad for free. Yet more positive feedback emerged from these additional insertions and a second concept was developed to coincide with Mothers Day.

Originally the advertisement was created to appear in a defense force magazine to highlight the role that Australia Post. Plays in keeping defense personnel in contact with loved ones. However it was so well received that Australia Post decided. To run it in other magazines in the lead up to Valentines" Day. It proved so popular in showcasing print as an advertising. Medium that one, publication even re-ran the ad for free. Yet more positive feedback emerged from these additional insertions. And a second concept was developed to coincide with Mothers Day.