Salvos Stores' pre loved presents in a Christmas campaign via The General Store

Chris Pash
By Chris Pash | 13 December 2021

More than 20 million unwanted Christmas gifts are given each year, with tonnes of them ending up in landfill.

But still there exists a stigma around giving second hand gifts.

Salvos Stores, the charity retailer, is tackling by asking people to make the Preloved Promise, an online declaration that they would like to receive second hand Christmas gifts this year.

Salvos StoresGM Customer & Strategy, Edwina Morgan: “2021 has been a tough year financially for many people. Letting your loved ones know you’re open to receiving second-hand gifts takes some of the financial stress out of the Christmas season and has the added benefits of helping the environment and vulnerable Aussies through the work of The Salvation Army."

The campaign has launched nationally across OOH, BVOD, Spotify, Digital, in-store and social - with uptake of the Preloved Promise being kicked off by key influencers in the sustainable fashion space.

Maddie Livesey, Partner at The General Store: “Last year we launched a new brand platform for Salvos Stores. This year, we’re using that platform to remove the stigma of giving and receiving pre-loved gifts. In the spirit of recycling, we refreshed parts of last year’s campaign, using ‘Salvos Santa’ to get the message out there.”

The campaign encourages people to make the Preloved Promise via stickers on stories or by sharing the assets on the Preloved Promise website. Businesses can also take part through LinkedIn and by opting to replace Secret Santa with second hand ‘Salvo’s Santa’ activities.

To make the Preloved Promise visit or search ‘Salvos Stores’ in giphy on Instagram and Facebook.



Salvos Stores

Matt Davis, CEO

Edwina Morgan, General Manager, Customer & strategy

Aife O’loughlin, Customer Experience Manager

Matt McMahon, Customer Campaign Partner

Sophie Crombie, Digital Communications Officer

The General Store (Strategy & Creative)

Chris Scott, Executive Creative Director

Andrew Jones, Art Director

Julia Elton-Bott, Art Director

Harry Antonakos, Designer

Matt Newell, Partner & CEO

Madeleine Livesey, Partner

Nick Barnett, Group Account Director

Renaud Frisé, Digital Director

Kiki Jones, Project Director

Darren Bailey, Producer

Cameron Creagh, Editor


Unlisted (Production – original animation)

Graham Pryor, Executive Producer

Chelsea Nieper, Head of Production

Kade Robertson, Producer

Leyla Kaddoura & Vic Chhun, Directors

Francisco Magalhaes, Animator

Jules Bourges, Animator

Faouzi Hammadi, Animator

Sovan Var (clean up), Animator

Maurine Lecerf,Coloring backgrounds

Mathieu Betard, Compositing


Bench Media

Thinkerbell Media


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