Campaign: Toast Creative & The Salvos Tackle Modern Slavery

Campaign: Toast Creative & The Salvos Tackle Modern Slavery
SHARE
THIS



The Salvation Army and Sydney branding agency Toast Creative have launched a campaign for The Salvation Army’s Freedom Partnership Initiative.

The campaign called ‘The Freedom Pledge’ aims to raise awareness, engage and mobilise the nation to be part of ending modern slavery within Australia.

The project will be driven by digital and social media over a period of two years.

“In such a young country as Australia, the concept of slavery is a challenging one to grasp,” said Toast Creative, Managing Director, Nicholas Sammut.

“We are all familiar with the term “trafficking” and “forced labour” but sadly slavery’s modern day definition also extends to abusive living and working conditions, threats, isolation and control, psychological abuse, violence and sexual abuse.”

The striking, bold campaign utilises the ancient symbol of law and justice, slavery and captivity known as ‘Epa’. The symbol reminds offenders of the uncompromising nature of the law and discourages all forms of slavery. This iconic symbol acts as the primary brand asset for the Ending Modern Slavery campaign, of which ‘Freedom Pledge’ is part.

Toast Creative’s deliverables include the design and development of the brand for the Freedom Partnership, stationery and collateral as well as conception, design and implementation of the ‘The Freedom Pledge’ awareness campaign, it’s website, brand videos – to be used across select social channels – and EDM (Electronic Direct Mail).

Freedom_Img_3_LoRes

National Manager of The Salvation Army’s Freedom Partnership, Jenny Stanger commented: “Nick and his team have creatively articulated the purpose of the Freedom Partnership. The work is strategic and concise in execution and we look forward to witnessing Australians being part of the largest, most organised and dynamic anti-slavery movement in history.”

In addition to activating community awareness to affect behavioural, and ultimately political and social change, The Salvation Army intends to leverage its extensive database to reach up to 100,000 supporters. As part of the Freedom Partnership programme, staff in Sydney, Melbourne and Canberra will support clubs, students, faith based groups, trade unions, community service providers, businesses, government agencies and policy makers to engage in its aims.

“This is a noble cause to have had the opportunity to be involved in”, added Sammut. “We urge everybody to get involved, share like crazy on social media and pledge their support.”

 

Client credits: Jenny Stanger – National Manager, of The Salvation Army’s Freedom Partnership; Laura Vidal – Campaign Coordinator, National Manager of The Salvation Army’s Freedom Partnership.

Agency Credits: Nicholas Sammut – Managing Director; Ross Davison – Strategy Director; Natasha Marsh – Group Account Director; Gary Walmsley – Senior Designer; Neill Horsman – Developer.

Latest News

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine