Salvation Army wants people to donate themselves as part of Red Shield Appeal

Salvo 1In a new twist to its annual fundraising effort, The Salvation Army is asking people to donate themselves to the cause as it builds up to the Red Shield Appeal.

While the charity survives on funding raised from millions of Australians, it is also heavily reliant on volunteers, a resource that becomes increasingly hard to tap into as people’s lives become busier.

BWM Dentsu Melbourne has moved to address the issue in the lead up to its major fundraiser in May with a campaign aimed at getting time rather than money donated.

Garry Tanner, territorial marketing director for The Salvation Army, said many of the charity’s services needed people to help deliver them.

“Each week, the Salvos provides 100,000 meals, 2,000 beds, and 8,000 food vouchers to those in need,” Tanner said.

“Every single one of those meals, beds and food vouchers that improves someone’s life is made possible by the individual efforts of the community.  Without the funds raised by volunteers, The Salvation Army wouldn’t be able to provide essential services to those in need and they wouldn’t have anyone to turn to. We hope this campaign will inspire people from across the country to band together for this year’s Red Shield Appeal and donate their time to help end homelessness now.”

The campaign uses the simple image of people being dropped into Salvos donations tins to show how important the act of volunteering is to the big picture.

Brent Liebenberg, creative director at BWM Dentsu Melbourne, there was more to running a charity than just money, and the human element was often ignored.

“It’s difficult to offer up your time, as everyone’s so busy. But we think that people forget that the Salvos is a volunteer organisation,” Liebenberg said.

“They’re called The Salvation Army, but you and I – we’re the army. Australians are generous people, and this campaign is a reminder that there are other really valuable ways to give.”

The campaign will run on out of home posters, digital and social media in support of the Red Shield Appeal which takes place on May 28 and 29.

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Client: The Salvation Army

Garry Tanner – Territorial Marketing Director

Creative Agency: BWM Dentsu

Rob Belgiovane – Group Chief Creative Officer

Mark Watson – Managing Director

Belinda Murray – Client Services Director

Brent Liebenberg – Creative Director

Taylor Sivell – Account Manager

Danielle Etzin – Group Account Director

Bridget Lane – Account Executive

Pat Vietta – Head of Creative Services

Ryan Purcell – Copywriter

Phil VanBruchen – Art Director

Mac Wright – Planner

Garth Oriander – Photographer

Simon Canning



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