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.
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.
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