The Salvation Army: Red Shield Appeal

From TVC to TikTok: a full-funnel fundraising campaign.

Background
The Red Shield Appeal is The Salvation Army’s largest fundraising campaign of the year, running over 3 months in 3 creative waves. It’s a national, high-visibility appeal that spans TV, paid & organic social, digital, out of home and press. The 2025 appeal focused on raising money for youth and families experiencing homelessness.

Role
I worked on the overarching campaign strategy and led the art direction, including pre-production on the hero TVC and the creative rollout across every major channel. I was also on set for the campaign photography shoot, overseeing visual framing and consistency across placements.

I led the paid and organic social strategy and executed it across Facebook, Instagram, TikTok and LinkedIn, adapting creative to suit each platform. I managed a designer and motion designer to deliver a full suite of campaign assets.

Throughout the campaign, we handled several quick-turn additional briefs, including a youth-focused $10 donation push across paid social, a reacquisition campaign for lapsed donors, and organic LinkedIn creative thanking corporate partners.

Delivery & Impact
The campaign exceeded fundraising targets and successfully expanded into new formats to reach younger audiences — including expanding The Salvation Army’s TikTok presence. The creative approach helped broaden the appeal of the brand while staying grounded in its values. Off the back of the campaign’s success, we secured further work with the client and strengthened our creative partnership.