Affinity and the Salvation Army have teamed up to launch the Salvos’ second annual ‘Give a Lunch for Christmas’ campaign.
The integrated campaign encourages Australians to help fill 8000 empty plates by sharing photos of their festive lunches via Instagram, Facebook and Twitter.
The ‘sharing’ component will help raise awareness for those who don’t have access to a Christmas lunch, according to Affinity MD Luke Brown.
”The more people hear about it, the more donations we’re hoping to inspire,” he said.
“The campaign’s aimed directly at younger donators, with an affordable $10 giving someone in need a meal.
“It also seemed like the perfect audience to ask for help in generating a bit of free publicity, by sharing lunch photos and asking their friends to donate.”
The campaign involves TV, print, digital, outdoor and direct interactions.
Donations can be made via SalvosGiveaLunch.org.au.