The Salvation Army has today (19 December) unveiled its 2022 Christmas appeal, spearheaded by a brand new TV ad narrated by Robert Glenister.
With a creative developed by digital marketing agency WPNC, the spot comes as part of the charity’s wider campaign that aims to fight rough sleeping at Christmastime.
https://www.youtube.com/watch?v=VnLsTEr9U5c&ab_channel=TheSalvationArmyUK%26IrelandTerritory
By focusing on communicating real stories and situations faced by homeless people over the festive period, such as freezing temperatures and less accessible services, WPNC will be hoping to maximise the campaign’s cut-through.
The new spot in particular will bring home the harsh truths about the conditions rough sleepers have to contend with in midwinter, with difficult weather creating serious health issues and contributing to worsening hunger.
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“We are delighted with WPNC’s work on our Christmas campaign once more. The focus on the harsh recent conditions amplifies the struggles of many people,” The Salvation Army head of individual giving, Clare Lawson said.
“We know that asking people to donate when so many are struggling with the cost of living crisis is a big ask, but we hope that these campaigns show the real difference their donations can make. We look forward to a successful appeal as donations really will transform lives across the UK.”
Through the appeal, The Salvation Army will be hoping to drive donations at what is a key time of the year for charities, capitalising on the generosity of people during the festive period to make a concrete difference to those living on the margins of society.
WPNC managing director – agency, John Eversley added: “We are incredibly proud of the range of ads and themes inspired by the insights. The sudden change in temperatures that the UK has been experiencing reflects the dire need of people such as those featured in the ad.
“‘Off the streets’ and ‘In from the cold’ TV ads are both powerful pieces of work that aim to put viewers – potential donors – in the shoes of many people in society who are struggling as Christmas gets closer.”
