Overall Campaign Objectives • Generate awareness of the homelessness problem • Offer unique ways of contributing as opposed to the generic collection tin • Drive traffic to the Facebook page in order to establish an online community of Salvation Army activistsThe Salvation Army – Unlike Homelessness Campaign
Print Objectives: • Generate Awareness • Drive Traffic to the Facebook pageThe Salvation Army – Unlike Homelessness Campaign
Television Objectives: • Generate Awareness • Drive Traffic to the Facebook pageThe Salvation Army – Unlike Homelessness Campaign
Television Background music: Nick Cave And The Bad Seeds - Wonderful Life (http://www.youtube.com/watch?v=sEC__N3HrHw) Scene/Action: Opens with a homeless man and his trolley filled with his personal items inspecting a park bench. He pushes down on the arm of the bench and it wobbles. He shakes his head and walks off. Scene/Action: Transition to the same homeless man standing in an alley with a cardboard box in the corner, there is a large amount of graffiti on the wall above the cardboard. He looks at the graffiti as if examining art in a gallery. He shakes his head and walks off. Scene/Action: Transition to the same homeless man standing underneath a bridge. There is a dirty mattress lying next to a wall. There is water dripping from the roof of the bridge, he examines the dripping water, shakes his head and moves on. Scene/Action: Fade to black with title: Unlike most of us, the homeless don’t get to be picky about where they call home. Fade to Salvation Army logo with title: Visit facebook.com/thesalvationarmy and unlike homelessness.
Radio Objectives: • Generate Awareness • Drive Traffic to the Facebook pageThe Salvation Army – Unlike Homelessness Campaign
RadioSalvation Army Radio - “Wildlife Documentary” - 60 secDavid Attenborough (wildlife documentary) Style VoiceSound: soft background music similar to a wildlife documentary with subtle sounds of the environment worked in (police carsirens, dogs barking, cars hooting, crowds passing).DA: The inner cities of the great Northern American Metropolis are home to many fascinating creatures. One in particular is very diverse, ranging greatly in size, age and color. They possess some remarkable skills, none more impressive than their camouflage. They can go for weeks and sometimes months completely unnoticed by their more affluent cousins. With the odds stacked against them they face fearsome problems raising their young, which they solve in the most dramatic ways, scavenging for scraps, like an African hyena on remains left behind by a full bellied pride of lions. They have adapted over the years to live in extreme environments, developing survival techniques honed over time through trial and error. During the brutal North American winters they have devised an ingenious if not rather inconvenient method of keeping off the frozen ground, by surrounding themselves with scavenged cardboard boxes not dissimilar to the opportunistic Hermit Crab. Unlike some, they don’t get to be picky about where they call home. They are known as the great North American Hobo, aka, Homeo-Homeless.Anncr: No one chooses to be homeless, so let’s stop treating them like the forgotten species. Visit facebook.com/thesalvationarmy, and unlike homelessness.
Ambient Objectives: • Generate Awareness • Drive Traffic to the Facebook pageThe Salvation Army – Unlike Homelessness Campaign
AmbientFacebook style ‘checked-in’ icons placedabove rubbish bins around urban areas inlarger cities around the US.Highlighting that for some, this is a sourceof food.
Event Objectives: • Generate Awareness • Generate Donations in a unique wayThe Salvation Army – Unlike Homelessness Campaign
EventTHEME:Homeless Couture• Partnerships will be established with upcoming ‘urban fashion’ designers.• Catwalk style fashion shows with be set up in alleys in larger US cities.• The alleys represent the urban areas that a large number of homeless people sleep.• Information on tickets to the shows will be made available on the organizations Facebook page and on various fashion sites and blogs.• It will be high-profile event and all the proceeds from ticket sales will go to the Salvation Army.• It will also generate great PR and exposure for the upcoming fashion designers involved.The Salvation Army – Unlike Homelessness Campaign
Social Media - Facebook Objectives: • Generate Awareness • Engage those who care and establish two-way communication with them • Generate Donations in a unique wayThe Salvation Army – Unlike Homelessness Campaign
Social Media - FacebookTHEME:Unlike Homelessness• Collaborate with Facebook to create a special unlike button solely for this page (instead if the customary like button). Users hit the unlike homelessness button to join the group.SECTIONS:• Homeless Profiles Profiles and back stories of homeless people will be featured, names, photos, how they became homeless etc. The objective of this section is to highlight that it can happen to anyone.• HomelessVille Interactive Game A Social Networking game in which you play the role of homeless person in a virtual city. The goal of the game is the keep you character alive, through begging, digging through garbage cans and finding shelter from temperamental weather conditions. Players can also buy ‘real life’ credits with their credit cards in the game to help keep their characters alive. These donations will be used by the Salvation Army to fight homelessness.The Salvation Army – Unlike Homelessness Campaign
Social Media – FacebookSECTIONS:• The Real Survivorman This section plays off the popularity of the Discovery Channel show Survirorman in which Les Stroud survives in hostile environments for 7 days with only his wits and survival skills to keep him alive. The objective of this section is to highlight that homeless people deal with extreme survival on a daily basis for indefinite periods of time. A handful of homeless people will be fitted with a miniature camera that captures a full day in their lives. The videos will then be edited down to 5 minutes each and posted on the Facebook page.• Homeless Couture This section provides details on the Homeless Couture fashion shows around the country with details on how to purchase tickets etc.The Salvation Army – Unlike Homelessness Campaign
Social Media – FacebookSECTIONS:• Ways to Help Details of the various ways people can donate money, time, clothes etc. to the Salvation Army.• Property Gallery This section will have home rental style listings with pictures and details of the real places homeless people live. People can ‘purchase’ these public spaces for small amounts of money. A real world plaque will be placed at the location with the donors name and details on how they helped fight homelessness.The Salvation Army – Unlike Homelessness Campaign
Social Media - Twitter Objectives: • Generate Awareness • Engage and establish two-way communication with those who care • Help the homeless in ways other than donationsThe Salvation Army – Unlike Homelessness Campaign
Social Media - TwitterTHEME:Unlike Homelessness Job Board• Organizations will be contacted and encouraged to advertise jobs they have available that homeless people could potentially fill. These positions will not be advertised anywhere else other than the Homelessness Job Board.• ‘Tweet’ stations will be established around various cities, in shelters etc., to offer homeless people Twitter access. Volunteers will be available on-site to help the homeless set up Twitter accounts and help out in general with any questions.• The homeless will be encouraged to tweet about their skills for potential employers to view on the Job Board. They will also be able to browse available jobs on the Homelessness Job Board.• The homeless will also be encouraged to tweet about the hardships they face on a daily basis. The goal is to generate as many followers as possible to highlight the homelessness problem.The Salvation Army – Unlike Homelessness Campaign
Mobile Objectives: • Generate Awareness • Generate Donations in a unique wayThe Salvation Army – Unlike Homelessness Campaign
MobileSalvation Army Mobile App• Partnerships will be established with various products/brands found in various retail stores (grocery, clothing, electronics etc.)• Certain products will carry a Salvation Army shelf-talker/wobbler with a QR Code.• The public will be encouraged to download the ‘Unlike Homelessness’ mobile app.• When they scan the Salvation Army QR codes in-store, they make a donation, in dollars, equivalent to the price of the product that the shelf-talker/wobbler is attached to.• In addition, the manufacturer will match their donation.The Salvation Army – Unlike Homelessness Campaign