The Salvation Army:Homelessness Rebecca Eelbeck
Why the Salvation Army?-Offer spiritual/religious support as well as thesupport that the likes of Shelter offer. -Having the religious element to the campaignwill make it emotionally and spirituallydeeper; will touch upon issues deep below thesurface.
The issueIssue is that homelessness overall is stereotyped.Want to eradicate the stigma of homelessness by showingawareness of the reasons behind the issue. Allow people to understand why people can be made homeless,rather than assume & make sweeping stereotypes. Each individualhas their own reasons for being homeless, and this has to beunderstood by the public in order for there to be support for theSalvation Army.
Target AudienceI conducted 3 Facebook polls; 2 of which wereasking questions about awareness of the issue, andthe awareness of the reasons behind the issue. Theanswers that got the most votes were them that saidthat they had little awareness of the issue and littleawareness of the reasons behind the issue.Therefore my target audience will be young peopleaged 17 – 25 who are in education and who arenot particularly religious.
Why will this make a difference?A campaign to show awareness of homelessness willhopefully increase the number of supporters andincrease donations for the charity. However, donating is not the main part of mycampaign: I just want to raise awareness of the issueand get as many young people to understand the reasonsbehind the issue rather than cast a sweeping stereotype.Want to show that homeless people have the same roleto play in society as everyone else. They may justnot have the opportunity to do so and may not have theopportunity to turn their lives around for the better.Awareness will help the SA help them achieve a better life.
What motivates The SA?Christian organization- works beside thebible and stands by religious and moral guides. ‘We believe everyone is valuable and no-one should bestigmatised because of their past or where they live.’Do not like to see a wasted life and to see peopleunable to create a new start. So they help.
What emotions are being demonstrated?For the audience to feel:-Empathy-UnderstandingWhat the campaign will demonstrate:-hope-ability to change-positive outcome
How am I going to do this? Past campaigns have shown ﬁrst hand experiencesfrom homeless people, not really appealing to acertain audience in particular.I want to appeal directly to my target audience:allowing the seriousness of the issue to be displayedbut also adding a note of desperation to the issue, asyoung people may be inclined to ignore anissue if there is a chance of older people torespond more efﬁciently.
Cont.For deﬁnite, I want to create a printed poster/billboard display. I would also want to create either an animationto be used as an advert about 15 seconds long, ora live action video.
What will the audience take away from the campaign?I want the audience to feel like they should supportthe SA as much as older people even though theymay not be particularly religious. I want them to feel like they are aware of theissues that have been raised and aware of thereasons behind them. I want them to feel like they should becontributing to make a better life for peopleless fortunate than themselves, as they would likeothers to do for them if they were in need of helpand support.