Driving charity Christmas donations with video

With rising living costs, the furlough scheme drawing to a halt and the end of the Universal Credit top up, thousands of people will turn to The Salvation Army this winter to get back on their feet.

Earlier this year, we were called on by the charity to help bring a fresh approach to their 2021 Christmas video strategy, revisiting what they’d done before as well as holding workshops and messaging sessions to understand their key objectives, audiences and contributors.

Emotive story-telling

The output was an emotive social ad – which formed part of the charity’s Christmas fundraising campaign – to encourage donations amongst their new and existing donors to support their crucial Christmas appeal.

The ad focuses on the real life experience of contributor, Wayne, who has directly benefited from The Salvation Army’s service – eventually enabling him to break the cycle of rough sleeping and unstable accommodation.

For Wayne, being …