TVC: The Salvation Army - Red Shield Appeal

Every May, The Salvation Army conducts its Red Shield Appeal. The appeal is their biggest (and most crucial) fundraising drive of the year. Through research they'd found younger Australians were mostly indifferent to The Salvos and didn't really know all the services they offered.

So we travelled to various arms of TSA including drug rehabilitation farms, a women's refuge and various operation centres across NSW. There were the wide range of stories from Australians who'd faced a life-changing crisis and had their entire world around them shattered. When the rest of the world had given up on them, they found salvation through The Salvos.

Using these stories, we created a campaign that reintroduced Australians to The Salvos through a simple, visual motif at the centre of the Red Shield Appeal: a door.

'Tina'

'Daniel'

'Brian'