Salvation Army launches 2024 Christmas Appeal
This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series.
Australia’s largest charity, The Salvation Army Australia, has launched its annual Christmas Appeal, with the aim of raising $27 million for Australians in need.
Set to ‘Silent Night’, the local creative was led by local agency, ntegrity, and is based on the 2023 campaign from The Salvation Army USA, which was created by Lerma Agency.
It follows a mother and child experiencing homelessness and their search for a safe place to stay.
Kyle Vermeulen, creative director at ntegrity, said: “While many of us are preparing for a joyful Christmas, this campaign is a confronting reminder of the Australians going without food, without shelter, and desperately in need of a new beginning.”
Janine Kewming, The Salvation Army’s national head of fundraising added: “Unfortunately, with the dual cost-of-living and homelessness crisis, stories like Sophie’s are all too true.
“Parents are skipping meals so their children can eat. Many can’t afford Christmas gifts. Some aren’t sure where they’ll sleep. Our hope is that this campaign inspires Australians to see the life-changing impact their donations can make.”
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.
Campaign Credits
Original concept by Lerma Agency for The Salvation Army USA.
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 Officer
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
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