A garbo, a couple of taxi drivers and an electricity contractor hit the nail on the head about helping those in need. Most people are sorry to pass by when they witness Aussies struggling so, “Thank god for the Salvos.”
You’ve never seen a cause ad through the eyes of a potential donor, have you? That’s what BWM thought too. So, rather than tell the victims’ stories, BWM told the one with which those, who can do something about the problems of the less fortunate, identify.
Its 2014 Red Shield Appeal campaign shares the experiences of the cab drivers, garbage men and contractors who see the reality of what happens in the late hours, down forgotten streets and behind closed doors.
“Now, more than ever, thank God for the Salvos,” they all conclude.
To make the campaign, BWM and The Salvation Army, asked a number of corporate partners to participate in the campaign and source employees who have eye witness stories to tell about the changing issues in Australia and who are thankful to see The Salvation Army at work on their behalf.
Murray White, executive creative Director for BWM Melbourne, explained, “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 eager 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. He sees The Salvation Army 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, added, “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.”
Creative credits:
Creative agency: BWM
Executive creative director: Murray White
Art director & writer: Ryan Purcell
Co-writer: Alexandra Hickmott
Production company: Otto Empire
Director: Henry Stafford
Post Production: The Cutting Edge
