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The Salvos

Give a Lunch for Christmas Appeal

The 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.

The 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.

The 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


  • 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

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