The Salvation Army takes its Red Shield Appeal online with digital campaign

For its 55th year, the Salvation Army has taken its Red Shield Appeal fundraiser online due to COVID-19 restrictions preventing the traditional door-knocking taking place.

The fundraiser has kicked off with a digital campaign, developed by agency Ntegrity, that sees the Salvos’ red bucket passed between volunteers, influencers and Major Brendan Nottle on social media.

The ads host the message ‘We won’t be knocking on your door this weekend, instead, we’ll be knocking on your screen’. Users led to the donation site when they click through on the ads.

Influencers will also be ‘painting the web red’ by featuring the colour in their posts over the weekend.

The Salvation Army’s national head of fundraising, Janine Kewming, wanted to preserve the iconic features of the Red Shield Appeal online.

“We recognised early that our traditional door-to-door fundraising wouldn’t be possible in the current environment. 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,” Kewming said.

Ntegrity head of services, Garth Stirling, added: “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.”

The Red Shield Appeal will take place this weekend, the last weekend in May.

Influencers will be painting the web red over the weekend


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