Give a Lunch for Christmas Appeal

The Salvos

Challenge 

The Salvation Army had an ageing donor base and no connection with a younger audience. We needed to reach out to the next generation of donors in a fresh and engaging way that was relevant to them.

Solution

Our research showed the #1 trending photo category on social media for Gen Y wasn’t babies or pictures of cats, but photos of food. We realised leveraging their ‘food porn’ behaviour was a perfect vehicle to spread the word for our Give a Lunch for Christmas appeal.

Results

  • 1.3 million people were reached on social media
  • Annual donations for the charity increased by over 12%
  • Regular Gen Y donors increased a hundredfold
  • Over $350,000 generated in free media

 Awards

  • 2014 Webby Awards: Honouree in Social – Public Service & Activism category
  • 2013 Davey Awards: Silver in Online Advertising – B2C category
  • 2013 Davey Awards: Silver in Integrated Campaign category
  • 2013 ADMA Awards: Bronze in Creative Excellence – Social Media category
  • 2013 AIMIA Awards: Finalist in Best Use of Social Media category
  • 2012 Youtube Charity Award: Video of the Month

Recent Work

Recent Awards

  • WARC 100 2018

    • #1 Digital / Specialist Agency Second Year Running
    • Australia & Asia Pacific
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.
  • GLOBAL EFFIE INDEX 2018

    • AUSTRALIA'S MOST EFFECTIVE
    • Independent Agency
    • The Effie Index identifies and ranks the most effective agencies, marketers and brands. It is the most comprehensive global ranking of marketing effectiveness.
  • IPA Effectiveness Awards 2018

    • Presidents Prize
    • Most effective use of tech & data
    • The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world
  • IPA Effectiveness Awards 2018

    • Silver
    • The UK-based IPA is widely recognised as the most rigorous effectiveness awards in the world
  • APAC Effies 2017

    • Silver
    • Programmatic
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • AMY Awards

    • Best Digitally Led Campaign
    • Winner
    • The Amy Awards are the most prestigious digital industry awards in Australia. Now in its 23rd year, the AMY's celebrate our industry and reward the best and most brilliant work – and people – from it.
  • APAC Effies 2017

    • Bronze
    • Healthcare
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • APAC Effies 2017

    • Finalist
    • Seasonal Marketing
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • APAC Effies 2017

    • Finalist
    • Small Budget
    • Region’s most outstanding marketing communication works that have proven results in meeting strategic objectives
  • Mumbrella Awards 2017

    • Media Campaign of the Year
    • Winner
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Full Service Agency of the Year
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Independent Agency of the Year
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Best Use of Real-Time Marketing
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • Mumbrella Awards 2017

    • Mumbrella Award for Insight
    • Finalist
    • The Mumbrella Awards celebrate the best, bravest and most innovative creative work across the Australian media and marketing industries.
  • GLOBAL EFFIE INDEX 2017

    • Australia's Most Effective
    • Independent Agency
    • The Effie Index identifies and ranks the most effective agencies, marketers and brands. It is the most comprehensive global ranking of marketing effectiveness.
  • WARC 100 2017

    • #1 Digital / Specialist Agency
    • Australia & Asia Pacific
    • The WARC 100 is a benchmark for commercial creativity. Proving rankings of the year's best campaigns, agencies and brands.
  • AUSTRALIAN EFFIE AWARDS 2017

    • Gold
    • Best Use of Data
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2017

    • Silver
    • Digitally Led Ideas
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • AUSTRALIAN EFFIE AWARDS 2017

    • Bronze
    • Health & Wellbeing
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2017

    • Bronze
    • Small Budget
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2017

    • Finalist
    • Insight & Strategic Thinking
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • Australian Effie Awards 2017

    • Finalist
    • Long Term Effects
    • The Effie Awards honour the most significant achievement in advertising and marketing communications: effectiveness
  • AMI MARKETING EXCELLENCE 2017

    • CONSUMER RESEARCH INSIGHTS
    • Winner
    • The annual Australian Marketing Institute Awards for Marketing Excellence are presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices.
  • MFA AWARDS 2017

    • Best Use of Data
    • Gold
    • The most prestigious awards in the Australian media advertising industry
  • MFA Awards 2017

    • Best Short Term Demonstration of Results
    • Gold
    • The most prestigious awards in the Australian media advertising industry

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Get in touch and find out what we can do for you

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+61 2 8354 4400

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