The Salvation Army launches its 2024 Christmas Appeal: ‘Give a New Beginning’

The Salvation Army Australia has launched its 2024 Christmas Appeal with a heart-touching campaign titled “Give a New Beginning,” created in collaboration with the creative and fundraising agency ntegrity. The campaign tells the story of a mother and child who are experiencing homelessness, highlighting their search for a safe place to stay, set against the backdrop of the classic Christmas song “Silent Night.”

This year, The Salvation Army aims to raise $27 million to support Australians in need, particularly those facing the hardships of homelessness and food insecurity. The campaign aims to raise awareness about the harsh realities many Australians are living with, especially during the holiday season when others are preparing for joyful celebrations.

Kyle Vermeulen, the Creative Director at ntegrity, says that while many are looking forward to a festive Christmas, the campaign reminds us of those who are struggling with basic needs, like food and shelter. Janine Kewming, National Head of Fundraising at The Salvation Army, echoed this, emphasizing that the growing cost-of-living crisis and homelessness are making it harder for many families. She shared that some parents are skipping meals to ensure their children eat, while others aren’t sure where they’ll sleep on Christmas Eve.

This is the second campaign from The Salvation Army using the “New Beginning” message. Earlier this year, their Red Shield Appeal raised significant funds to provide life-changing support. The new Christmas campaign, adapted from a successful 2023 U.S. Salvation Army ad, has been tested and received positive feedback, with audiences reacting emotionally and aligning strongly with the brand.

The campaign includes various forms of media: TV, radio, direct mail, out-of-home advertising, and digital platforms. The ad will also feature an extended version at the Woolworths Carols in the Domain event.

By sharing real stories of people like Sophie and her child, The Salvation Army hopes to inspire Australians to make a meaningful difference this Christmas by donating and helping families in crisis regain hope and a sense of security.

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 Oicer
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