Help has shaped Australia as a nation. It’s also the reason NRMA was founded in 1925. To reclaim this proud heritage, we created a campaign that features real Australian moments of help. In film and radio, these were accompanied by a haunting version of iconic Australian song “Throw your arms around me” by Hunters & Collectors, re-interpreted by young Australian artist Ayla. Our print, outdoor and digital pieces use actual found photographs of real Australian moments of help.