NZ Returned & Services Association

Redefining the ANZAC spirit with new relevance to a new generation. The RSA story came right from the heart to connect with the hearts of all New Zealanders.

With an aging demographic, the advent of 24/7 entertainment and hospitality options, the RSA brand, a mainstay of Kiwi society, was losing connection.

The purpose “To Champion the Anzac Spirit Across All Generations” was born, bringing to the fore the qualities of Courage, Compassion, Camaraderie and Commitment that embody the Anzac spirit alive and well in all Kiwis today.

Celebrating the ANZAC spirit with colour and positivity.

Dr Stephen Clarke, then RSA Chief Executive: “The re-communication of the ANZAC spirit and its values sees us returning to the heart and spirit of the RSA. We were respectfully but robustly challenged to remember our past, re-examine our current position, and to revitalize ourselves in order to play a more valuable role in today’s society. It is an exciting time in the RSA as we reconnect with all generations of New Zealanders.”

What we did

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