Salvation Army promotes 'hope' in WPNC festive appeal

The Salvation Army has launched the charity’s annual Christmas Appeal on TV with a new strategy devised by agency WPNC which aims to showcase the life-changing support that donations can achieve.

The appeal – believed to be the biggest in the UK – is the lifeblood of The Salvation Army’s activity, with funds generated supporting much of its social outreach programmes throughout the year.

To ensure this crucial campaign has cut-through, the integrated agency has focused on highlighting real stories of hardship but hope in the form of life-changing support delivered by the charity across the country.

The new DRTV ad, part of a wider campaign featuring digital and social media executions, as well as offline fundraising such as press ads and supporter communications, portrays poverty suffered by people across society, from homeless individuals to families in crisis.

Salvation Army Officers, staff and volunteers strive to support struggling and vulnerable people in the community who are in desperate need, whether through homelessness; young people on the streets or sofa surfing; families in poverty; or older people living in isolation.

Lockdowns during the pandemic have amplified the effects of isolation, leaving the public more aware of the impact of loneliness. These are desperate situations at any time, but especially at Christmas.

The ad, shot across London, brings to life the plight of a young man on the streets, and a young mother and her child living in poverty with no one to help them. The hope and support brought by The Salvation Army shows viewers the good their donation will do and the difference it can make.

The voiceover, by Spooks and Hustle star Robert Glenister, is designed to add warmth to the ad, along with easily recognised festive music, Home for Christmas.

The Salvation Army head of individual giving Clare Lawson said: “We are delighted to be working with WPNC on our Christmas campaign again and we look forward to a successful appeal. We loved the insights and the inspiring ideas which encouraged us to follow this different creative approach this year. I’m really excited to see the results this new WPNC work will deliver.”

WPNC agency managing director John Eversley added: “We are incredibly proud to be partnering The Salvation Army again this year, with another powerful piece of work.

“We’ve produced several TV ads for the charity in recent years; each one picking up on the vulnerability of people desperately needing help, especially around Christmas. Our insight and creative teams have pulled another cracker this year.”