About This Project
Summary
During a cost-of-living crisis in 2024, homelessness rose by 22% and charity giving declined by 6%. In response, The Salvation Army and ntegrity launched an integrated campaign asking Australians to donate by “Giving A New Beginning”. We targeted audiences who had capacity to donate, launched early to be first in market & had omni-channel presence to make The Salvos synonymous with Christmas. The campaign achieved $28 million, 8% higher than last year during a cost-of-living crisis.
Goals & Objectives
Raise $27 million to meet soaring demand for The Salvos' homelessness support, despite a 6% decline in charity giving. Do this by driving early donations, high-value giving, and widespread awareness through strategic media and audience segmentation (traditional donors and corporates).
Results & Impact
Raised $28 million—$1M higher than target and 8% YoY growth. ROAS hit $4.60. Earned media valued at nearly $16M. The campaign delivered hope to Australians who needed it most: 28,571 food hampers delivered, 318,181 nights of emergency accommodation, support for 9,090 families finding stable housing.
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