Salvation Army highlights impact of homelessness in ad for Red Shield Appeal

The Salvation Army is highlighting the realities of homelessness in a TV ad which depicts the impacts of living rough to encourage people to donate to the Red Shield Appeal.

Created by BWM Dentsu, the spot sees one man go from clean cut and upbeat to grubby and despondent in an effort to highlight how damaging living on the street for an extended time can be on a person’s safety, prospects and appearance.

Murray White, executive creative director at BWM Dentsu Melbourne, said: “Most people don’t realise that homelessness is a cycle that can be broken. Reaching out to young people in need can help change a life before it becomes a lifetime.

“With this campaign we wanted to convey the importance and urgency of the support that The Salvation Army is providing the homeless.”

The campaign launched on April 18 and will run across TV, radio, print, outdoor and social media until the end of June.

Garry Tanner, territorial marketing director at The Salvation Army, said: “Homelessness is a real issue in Australia, with 42 per cent of our 105,237 homeless under the age of 25. We understand that people want to know how their charitable donations will be spent and the difference they will be making. This campaign gives the audience a chance to see who they will be helping.

“‘Help end homelessness now’ represents the vision and ambition that The Salvation Army wants to communicate into the future. We appreciate the work BWM Dentsu has done to help us achieve this goal.”

Dentsu Aegis Network bought a 51 per cent stake of BWM Group in Australia in February.


  • Client – The Salvation Army
  • Territorial Public Relations Secretary – Major Paul Hateley
  • Territorial Marketing Director – Garry Tanner
  • Brand and Marketing Manager – Amity Cartwright
  • Digital Marketing Manager – Melanie King
  • Territorial Fundraising Director – David Drysdale
  • BWM Dentsu – Creative Agency
  • Planner – Susannah Stoney
  • Senior Account Director – Sally Kingi & Danielle Etzin
  • Account Executive – Bridget Lane
  • Executive Creative Director – Murray White
  • Creative Director – Brent Liebenberg
  • Creative team – Rachel Blacklaws & Alex Walding
  • Director – Jake Robb
  • Editor – The Butchery
  • On Screen – Luisa Peters
  • Production Company – Fiction
  • Photographic Production Company – Hell’s Studio
  • Post Production Company – The Refinery

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