Salvation army The Unexpected Homeless

The Salvation Army needed to change public perception of homelessness, fast. In one click we stopped a country going home, detouring New Zealanders to an unplanned destination, revealing our unseen crisis.

Partnering with the country’s biggest news site, with the most visited home button, NZ Herald suddenly diverted anyone who clicked the home button to real stories of people living in cars, garages and couch surfing.

The biggest property website, Trade Me, and one of Auckland’s largest real estate papers followed, leading people to an unexpected home.

Along the way this campaign was recognised locally for it’s contribution to helping a charity with three Axis awards, including a gold.

Case Study

Salvation Army Integrated