Who'll come if the Salvos Don't?

Objectives To be different from anything The Salvation Army had done before - to challenge the public and get noticed, with an appeal to the older demographic that wouldn't alienate the young.
Agency:  Advertising Partners

Client: The Salvation Army

Who'll Come If the Salvos Don't? 1998 Red Shield Appeal

INTRODUCTION

Everyone loves The Salvos. They are an institution in Australia. And every year the Red Shield Appeal comes around. More than a fundraising exercise, it is the major marketing drive which must provide millions of dollars vital to maintain food, shelter and support for over a million people helped by The Salvation Army. And every year it never quite reaches its target. So much...

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