The Salvation Army
Homelessness Week
The Salvation Army's Homelessness Week 2023 campaign aims to raise awareness of homelessness while encouraging people to seek support.
The campaign embraced authentic photography and emotive storytelling to communicate hope, dignity and transformation, creating a more human connection with audiences.
A cohesive visual system was applied across campaign collateral, digital advertising, social media, web assets and internal communications, balancing accessibility with a strong and engaging brand presence.
The campaign delivered outstanding results, generating more than 2.3 million display ad impressions, a 70% increase in social media ad impressions with reduced media spend, a 62% increase in website clicks, and a 70% increase in average website session duration. The campaign also contributed to stronger audience engagement, improved search visibility and increased awareness of The Salvation Army's homelessness support services.
Client
The Salvation Army
Disciplines
Strategy
Concept creation
Campaign design
Digital and social media
UI design
External comms
Artwork
Agency
The Salvation Army