Helping families experiencing homelessness.
The Salvation Army has launched 'Give a new beginning' via creative and fundraising agency ntegrity.
The work, set to Silent Night, follows a mother and child experiencing homelessness and their search for a safe place to stay.
The Salvation Army's annual Christmas Appeal also launched this week, aiming to raise $27 million for Australians in need.
Ntegrity creative director Kyle Vermeulen said this campaign is a confronting reminder of the Australians going without food, or shelter while many of us are preparing for a joyful Christmas.
The Salvation Army's national head of fundraising Janine Kewming said stories like Sophie's are all too true with the
dual cost-of-living and homelessness crisis.
"Parents are skipping meals so their children can eat. Many cant afford Christmas gifts. Some aren't sure where they'll sleep," she said.
"Our hope is that this campaign inspires Australians to see the life-changing impact their donations can make.”
This is the second campaign from The Salvation Army with the New Beginning' proposition. Earlier this year, the Salvos Red Shield Appeal asked donors to give a new beginning and received overwhelming support.
The TVC is adapted from a 2023 campaign from The Salvation Army USA, which was identified as having strong performance and emotionally resonated with their audience.
Recent testing from Cubery indicates that the Australian Christmas TVC is getting the desired cut-through, receiving high
ratings for being emotional and having good brand alignment.
The integrated campaign includes radio, direct mail, out-of-home, and digital media running through the end of December. An extended version of the film will be shown at Woolworths Carols in the Domain.
Credits:
Client: The Salvation Army
Janine Kewming – National Head of Fundraising
Theresa Falloon – General Manager, Supporter Experience
Amity Cartwright – Head Of Brand
Agency: ntegrity
Garth Stirling – Chief Growth Oicer
Kyle Vermeulen – Creative Director
Lara Armstrong – Delivery Lead
Kevin Dolan – Senior Creative
Production: Good Grief
Cameron Trattford – Director
Henry Gosper – Director
Douglas Pope – Executive Producer
Jesse Gohier-Fleet – Director of Photography
Daniel Stonehouse, Crayon — Colourist
Kim Landy — Stills Photographer
Original concept by Lerma Agency for The Salvation Army USA
