Cab drivers, garbage men and contracters bear eye witness to The Salvation Army’s good deeds in latest campaign via BWM Group Melbourne
BWM Group Melbourne is breaking existing conventions to bring to life the perspective of real, everyday Australians in its first campaign for The Salvation Army.
The Red Shield Appeal campaign, launching 11 May, eschews the traditional victim story and instead documents 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 honestly conclude at the end of each TV spot.
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.
Says Murray White, executive creative director for BWM Melbourne: “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.
Says Tim Harrington, executive general manager of marketing and sales at Lumo Energy: “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.”
Says Major Neil Venables, public relations secretary for The Salvation Army: “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.”
Salvation Army – Client
Major Neil Venables – Public Relations Secretary
Garry Tanner – Communications Director
Amity Cartwright – Community Liaison Officer
Melanie King – Digital Marketing Manager
BWM – Creative Agency
Mark Watkin – Group Managing Director
Murray White – Executive Creative Director
Ryan Purcell – Art Director & Writer
Alexandra Hickmott – Co-Writer
Belinda Murray – Client Services Director
Bryan Micaleff – Senior Account Manager
Duncan MacRae – Account Executive
Susannah Stoney – Planning Director
Rob Martyn – Account Planner
Production – Otto Empire
Henry Stafford – Director
Post Production – The Cutting Edge
Billy Browne – Editor
Sound Production
Risk Sound
OMD
Luke Trask – Account Manager
Lumo Energy – Sponsor
Tim Harrington – Executive General Manager of Marketing & Sales Jane Harris – Marketing Specialist
Lloyd Andres – Field Officer
8 Comments
…the way this government treats those less fortunate means the Salvos are going to be busy. This is a very powerful campaign. Hope it works, now more than ever…
Why do those ‘real’ people telling their ‘real’ stories sound suspiciously like they’re delivering lines from a script?
Go Bryan. Nice ads. Much better than the old stuff. But that’s what happens when Bryan is in charge. Like a boss.
Yep 12.59. Too many similar lines and phrases throughout each spot to feel genuine. Feels acted too. Nice idea. Even better cause. Might have felt more genuine it it was more genuine.
Without reading the PR release that first spot about Lumo doesn’t make any sense, it’s like some odd collaboration between a guy who drives around, an energy company and then the Salvos. Great cause, bad ad.
I approve.
Ah guys… I love the idea of using cabbies and garbos and guys who are eyewitnesses to the problem… but why script it and use actors? Just feels fake. And as for Lumo shoving their product name into the VO – for shame.
Personally, I do support the initiative. In fact, I’ve even turned the color of my display picture on Facebook to red hot. I know this does not really cut it, but it is tiny gestures like this that go a long way when looked upon in unison. Keep up the good work Salvos! We are with you.