This week marks the launch of The Salvation Army Australia’s annual Christmas Appeal, aiming to raise $27 million for Australians in need.
Set to ‘Silent Night’, the Christmas TVC project, which is part of the “Give a new beginning” campaign led by creative and fundraising agency, ntegrity – follows a mother and child experiencing homelessness and their search for a safe place to stay.
Kyle Vermeulen, creative director at ntegrity said: “While many of us are preparing for a joyful Christmas, this campaign is a confronting reminder of the Australians going without food, without shelter, and desperately in need of a new beginning.”
Janine Kewming, The Salvation Army’s national head of fundraising added, “Unfortunately, with the dual cost-of-living and homelessness crisis, stories like Sophie’s are all too true. Parents are skipping meals so their children can eat. Many can’t afford Christmas gifts. Some aren’t sure where they’ll sleep. Our hope is that this campaign inspires Australians to see the life-changing impact their donations can make.”
This is the second campaign from The Salvation Army with the ‘New Beginning’ proposition. Earlier this year, the Salvo’s Red Shield Appeal asked donors to ‘give a new beginning’ and received overwhelming support.
The TVC is adapted from a 2023 campaign from The Salvation Army USA, which was identified as having strong performance and emotionally resonated with their audience. Recent testing from Cubery indicates that the Australian Christmas TVC is getting the desired cut-through, receiving high ratings for being emotional and having good brand alignment.
The integrated campaign includes radio, direct mail, out-of-home, and digital media running through the end of December. An extended version of the film will be shown at Woolworths Carols in the Domain.
With a fundraising goal of $27 million, The Salvation Army hopes that this year’s Christmas Appeal will help them serve more Australians to find safety, dignity, and hope.
Campaign Credits
Client: The Salvation Army
Janine Kewming – National Head of Fundraising
Theresa Falloon – General Manager, Supporter Experience
Amity Cartwright – Head Of Brand
Agency: ntegrity
Garth Stirling – Chief Growth Officer
Kyle Vermeulen – Creative Director
Lara Armstrong – Delivery Lead
Kevin Dolan – Senior Creative
Production: Good Grief
Cameron Trattford – Director
Henry Gosper – Director
Douglas Pope – Executive Producer
Jesse Gohier-Fleet – Director of Photography
Daniel Stonehouse, Crayon — Colourist
Kim Landy — Stills Photographer
Original concept by Lerma Agency for The Salvation Army USA.
