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Raise Your Wallet on ANZAC Day

ANZAC Day and its meaning is looking as if it is simply a brand opportunity for commercial businesses.

Although it may look that way, I would argue that ANZAC is probably no different from many other “days” in Australia that have been traditionally deemed worthy of reverence, such as Easter and Christmas.

The fact that a plastic surgeon in Melbourne offered an ANZAC Mateship Experience (a chance for two girls to rate their breasts, win a trip to Melbourne's ANZAC Day AFL match and then have a free appointment with the owner of the “surgery”) doesn’t surprise me. The response from the RSL, the Department of Veterans Affairs, and others also doesn’t surprise me.

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