The Salvation Army is eschewing the traditional 'victim story' for its Red Shield Appeal campaign launching this Sunday, instead documenting the experiences of taxi drivers, garbage men and contractors who "see the reality of what happens in the late hours, down forgotten streets and behind closed doors".
BWM and The Salvation army asked a number of corporate partners to participate in the campaign and source employees who have eyewitness stories to tell about the changing issues in Australia and who are thankful to see The Salvation Army at work on their behalf.
BWM Melbourne executive creative director Murray White said: "The strength of our creative approach was that it was also designed to be a production innovation for The Salvation Army. Our partners have freely contributed their time and stories, in some cases donating the entire production cost for the spot, and this has significantly increased the scope of the campaign and the credibility of its messaging."
Lumo Energy, a supporter of The Salvation Army, was delighted to take the opportunity to fund an advertisement featuring the experiences of Field Officer, Lloyd Andres. His job takes him on the road every day to visit customers struggling to make energy payments. This assistance can only go so far but The Salvation Army can offer so much more.
Tim Harrington, executive general manager of marketing and sales at Lumo Energy, said: "Some of Lloyd’s experiences brought to our attention the pressure and complexities some of our customers face. He encounters people who are unable to support themselves and without anyone to help, that’s where the Salvos step in. It’s an honour supporting the work they do, making a significant improvement to people’s lives."
Major Neil Venables, public relations secretary for The Salvation Army, said: “The issues facing Australians are changing, and the truth is help is needed now more than ever. In Australia homelessness has risen 17 per cent in recent years, there are nearly 10,000 more people living in overcrowded housing and domestic violence is also on the rise. We’re so appreciative of the support from all our partners.”
Lumo TVC
Taxi TVC
Garbo TVC
Credits
Client: Salvation Army
Public Relations Secretary: Major Neil Venables
Communications Director: Garry Tanner
Community Liaison Officer: Amity Cartwright
Digital Marketing Manager: Melanie King
Creative Agency: BWM
Group Managing Director: Mark Watkin
Executive Creative Director: Murray White
Art Director / Writer: Ryan Purcell
Co-Writer: Alexandra Hickmott
Client Services Director: Belinda Murray
Senior Account Manager: Bryan Micaleff
Account Executive: Duncan MacRae
Planning Director: Susannah Stoney
Account Planner: Rob Martyn
Production: Otto Empire
Director: Henry Stafford
Post Production: The Cutting Edge
Editor: Billy Browne
Sound Production: Risk Sound
Media: OMD
Account Manager: Luke Trask
Sponsor: Lumo Energy
Executive General Manager of Marketing and Sales: Tim Harrington
Marketing Specialist: Jane Harris
Field Officer: Lloyd Andres
