Digital agency ntegrity has helped bring the Red Shield Appeal weekend online.
For 55 years, the Salvation Army has been knocking on doors and rattling their iconic bucket to raise funds for their annual Red Shield Appeal weekend. But due to COVID-19, the Salvos won’t be knocking on doors this weekend.
Instead, they’ve taken the appeal online.
Together with digital agency ntegrity, the charity has developed a digital campaign strategy that sees them knocking on screens and passing their iconic bucket on social media, influencers, and geo-targeted advertising.
“We recognised early that our traditional door-to-door fundraising wouldn’t be possible in the current environment," The Salvation Army national head of fundraising Janine Kewming says.
"So we quickly pivoted the majority of the campaign online, and have re-created many of the traditional and iconic aspects to ensure that we retain the Red Shield Appeal recognition that Australians know and love."
The paid digital ad campaign features Major Brendan Nottle in a made-for-digital creative passing the bucket between fundraisers on a video call as they deliver the key message: we won’t be knocking on your door this weekend, instead, we’ll be knocking on your screen.
The appeal also activates a volunteer “invisible army” of social media influencers who have united behind it and culminates in “painting the web red” for Red Shield Weekend.
“We wanted to take the elements of the offline fundraising appeal—the volunteers, the community feel and the iconic brand elements, and reinterpret them for a different environment and time. That’s why we’re recruiting influencers, geo-targeting ads and messaging and painting the web red, ” ntegrity head of services Garth Stirling says.
Credits
Client: The Salvation Army
Agency: ntegrity
