BWM Dentsu is encouraging people to dig deep and ‘help end homelessness now’ in the latest campaign for The Salvation Army.
Created for the 2015 Red Shield Appeal, the campaign brings to life the realities of homelessness in a spot showing the decline of one young person’s safety, prospects and appearance after spending an extended time living on the streets.
Murray White, executive creative director at BWM Dentsu Melbourne, said: “Most people don’t realise that homelessness is a cycle that can be broken. Reaching out to young people in need can help change a life before it becomes a lifetime.
“With this campaign we wanted to convey the importance and urgency of the support that The Salvation Army is providing the homeless,” he said.
The Red Shield Appeal launched on Wednesday, 15 April 2015, with a special breakfast charity event, compered by Network TEN Executive general manager, Russel Howcroft, at Sofitel Melbourne. The campaign creative launched on Sunday 19 April.
While The Salvation Army provides help to people in need across a number of social groups, the Red Shield Appeal campaign, crafted by BWM Denstu, focuses on homelessness to help raise awareness of the issue, engaging the audience and empowering them to take action.
Garry Tanner, Territorial marketing director at The Salvation Army, said: “Homelessness is a real issue in Australia, with 42% of our 105,237 homeless under the age of 25. We understand that people want to know how their charitable donations will be spent and the difference they will be making. This campaign gives the audience a chance to see who they will be helping.
“‘Help end homelessness now’ represents the vision and ambition that The Salvation Army wants to communicate into the future. We appreciate the work BWM Dentsu has done to help us achieve this goal,” he said.
The integrated campaign, consisting of TVC, radio, print, out of home campaign elements, and social media, will run until the end of June.
Client – The Salvation Army
Territorial Public Relations Secretary – Major Paul Hateley
Territorial Marketing Director – Garry Tanner
Brand and Marketing Manager – Amity Cartwright
Digital Marketing Manager – Melanie King
Territorial Fundraising Director – David Drysdale
BWM Dentsu – Creative Agency
Planner – Susannah Stoney
Senior Account Director – Sally Kingi & Danielle Etzin
Account Executive – Bridget Lane
Executive Creative Director – Murray White
Creative Director – Brent Liebenberg
Creative team – Rachel Blacklaws & Alex Walding
Director – Jake Robb
Editor – The Butchery
On Screen – Luisa Peters
Production Company – Fiction
Photographic Production Company – Hell’s Studio
Post Production Company – The Refinery