The Salvation Army

Building on the success of previous Christmas fundraising initiatives, the integrated agency focused on highlighting real stories of hardship, and the solutions provided by the charity’s staff and volunteers.

The ad, ’Christmas Wishes’, shows young ‘Tom’ alone on the streets, cold, hungry and desperate. It cuts to ‘Katy’ and her mum struggling to make ends meet, coping with rising bills and living in poverty to the extent that their Christmas has been heartbreakingly ‘cancelled’. Next, ’Jack’ is alone, isolated and forgotten in a high-rise flat with no human contact for weeks - and Christmas will be no different.

Their stories are told in 30- and 60-second ads to bring home the devastating circumstances faced by many people - especially those at the margins of society. Their struggles are daily but amplified at Christmas, from the cost of keeping warm to eating well and staying healthy.

Actor Robert Glenister again champions the Appeal with voiceover across the ads, along with the iconic Salvation Army band playing festive music. There is also a message of hope, with viewers shown the good their donations can do.

The TV work is supported by digital and social media executions, as well as offline press ads and supporter communications.

In addition to Christmas Wishes, previously successful ads will get another airing, including 2022’s ‘In The Cold’ campaign.

The Christmas Appeal is the lifeblood of The Salvation Army’s activity, with funds generated during the festive period critical to supporting social outreach programmes throughout the year. This Christmas will be significant in funding the anticipated demand for services during 2024 as the economic crisis continues to bite.

Clare Randall, Head of Individual Giving at The Salvation Army, comments: “We are delighted with WPNC’s work on our Christmas campaign once more. The focus on how tough economic circumstances are affecting people who were already struggling is key. We also know that persuading individuals to donate when their own finances are tight is a big ask, but we hope that the campaign reveals the true difference their gift can make.”

John Eversley, Managing Director - Agency at WPNC, adds: “We are delighted to have been invited to produce this new ad. Christmas Wishes captures the values of The Salvation Army and the immense contribution it makes in helping people in dire need. These are real stories that will, I’m sure, touch viewers’ hearts.”