The Salvation Army’s Red Shield Appeal is one of Australia’s most impactful charitable initiatives, supporting vulnerable communities when they need it most. For many, the phrase “I’m fine” becomes a habitual response, even when life is incredibly challenging. We collaborated with Thinkerbell to flip the narrative, revealing what “I’m fine” often hides – job loss, eviction, or hungry children.
What we delivered
TVC
Social Videos
Stills
Creative Approach
This campaign needed a cinematic approach to resonate emotionally with the audience. Our main character was carefully directed to be stoic while showing cracks in her armour. A subtle glance, wavering voice, and small gestures conveyed vulnerability and relatability. Pools of light and dramatic camera angles emphasised isolation, while the arrival of the Salvos introduced warmth, sunlight, and human connection, symbolising hope and support.
The campaign was delivered across TVC, social videos, and stills, ensuring a consistent and impactful narrative across multiple platforms. Through careful production, compelling storytelling, and a focus on visual drama, the Red Shield Appeal campaign successfully highlighted the importance of asking for help and the positive impact of charitable support.