The Salvation Army Case Study


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The Salvation Army New Zealand, Fiji, Tonga & Samoa Territory
Red Shield 2023 - National Integrated Campaign.

In late 2022, The Salvation Army and other organisations noticed an increase in families seeking food assistance, including many first-time applicants.

The underlying causes of this food insecurity are complex. The Salvation Army addresses this complexity through support programmes such as positive lifestyle, and budgeting.

Despite the significance of these services, they might not be easily tangible for the average donor.

The Creative Consultants team recognised that for effective fundraising, the donor must connect with the individuals in our stories, and identify with their perspectives to truly empathise with their struggles.

In New Zealand, many people put on a brave face and persevere through immense daily challenges. Yet, the toll on their mental health is evident to those working on the front lines of our communities. The Salvation Army staff witness firsthand how financial stress, unemployment, and social isolation affect Kiwis' mental and emotional wellbeing.

For the 2023 Red Shield appeal, our goal was to shed light on the inner struggles beneath the façade. To reveal the truth behind those brave faces. The reality is that your neighbour or friend, someone at your bus stop or supermarket checkout might be one step away from a personal crisis.

Through successive appeals, together with The Salvation Army's campaign team, we illuminate how supporters bring light and hope to those in need.

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