Salvation Army video highlights winter homelessness

Footage of homeless people in London during last winter is featured to encourage the public to help fund the Salvation Army’s support projects.

Joe Lepper | 7th Dec 18
Image shows homeless person sitting on the street in winter.

The Salvation Army has launched a Youtube campaign to raise funds for the homeless this winter.

Called In from the Cold, the video has been created by creative agency WPN Chameleon, which has worked with the charity for 10 years, and showcases the support the Salvation Army offers the homeless in winter, particularly at Christmas.

It uses footage shot in London from the last cold snap and encourages the UK public to give a donation of £19.

As well as online promotion the campaign also features the largest door drop in the charity’s history.

“We are proud to have worked with The Salvation Army for the past 10 years and over that time we’ve come to understand what makes the brand unique,” said WPN Chameleon Managing Director John Eversley.

“Our team spend time visiting the charity’s centres, talking to staff, volunteers and those receiving support to gather real insights. This level of detail and passion for authentic storytelling shows in the final edits and print pieces.

“It goes without saying that Christmas is the most competitive time for getting the attention of supporters.  ‘In from the Cold’ is a gritty and authentic campaign that is unmistakably The Salvation Army and presents a compelling need that we hope will inspire a powerful response from the great British public”.

Rise in rough sleeping

The Salvation Army’s Head of Individual Giving Alex Wood said that the campaign is particularly important as there has been a spike in the number of rough sleepers this year.

“In London alone, this has increased 17% to over 3,000 people between July and September 2018 versus the same period last year, she said.

“Our Christmas campaign this year, encourages supporters to help us break this cycle by showing what the charity is doing to help those on the edge of society.”