The Salvation Army

One of Australia's largest charities with more than 350 churches nationwide

THE BRIEF

To launch and promote The Salvation Army’s two major fundraising events of the year, the Red Shield Appeal and Christmas Appeal, by creating media opportunities across Queensland. The campaigns support a national strategy to educate the public about the support and services The Salvation Army provides and why donations are needed.

The challenge each year is localising fundraising events, launches, research data, and finding case studies to generate media interest so The Salvation Army campaigns are top-of-mind for consumers, corporates, and philanthropists.

THE RESULTS

Since 2019, Adoni Media has been the PR partner of The Salvation Army in Queensland, generating hundreds of regional, state, and national news stories across television, radio, print, and online. Adoni’s team put the time into finding local angles and organising media events where we knew there were newsrooms and invested time in preparing members of The Salvation Army to speak to the media and feel comfortable talking on television and radio.

As a result of the successful campaigns and increased exposure, key spokespeople from The Salvation Army have been positioned as “go-to” experts for comment on social issues which further raises the profile of The Salvation Army.

450+
Media Stories

$725,000+ 
ASR

8.2M+
Audience Reach

“I’ve not come across another media agency that has worked so hard or cared so much about seeing us succeed.” – The Salvation Army

In the media

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