This document outlines a campaign proposal for the Salvation Army to raise awareness of homelessness among young people aged 17-25. It aims to educate the target audience about the complex reasons for homelessness and reduce stereotypes by showing that homeless individuals want to contribute to society but may lack opportunities. The campaign will use printed posters/billboards and a 15-second animation or video to convey messages of empathy, understanding, hope, and the ability to change lives with support. The goal is for young people to feel compelled to support the Salvation Army's efforts to help the homeless achieve better lives.

1. The Salvation Army:
Homelessness
Rebecca Eelbeck

2. Why the Salvation Army?
-Offer spiritual/religious support as well as the
support that the likes of Shelter offer.
-Having the religious element to the campaign
will make it emotionally and spiritually
deeper; will touch upon issues deep below the
surface.

3. The issue
Issue is that homelessness overall is stereotyped.
Want to eradicate the stigma of homelessness by showing
awareness of the reasons behind the issue.
Allow people to understand why people can be made homeless,
rather than assume & make sweeping stereotypes. Each individual
has their own reasons for being homeless, and this has to be
understood by the public in order for there to be support for the
Salvation Army.

4. Target Audience
I conducted 3 Facebook polls; 2 of which were
asking questions about awareness of the issue, and
the awareness of the reasons behind the issue. The
answers that got the most votes were them that said
that they had little awareness of the issue and little
awareness of the reasons behind the issue.
Therefore my target audience will be young people
aged 17 – 25 who are in education and who are
not particularly religious.

5. Why will this make a difference?
A campaign to show awareness of homelessness will
hopefully increase the number of supporters and
increase donations for the charity.
However, donating is not the main part of my
campaign: I just want to raise awareness of the issue
and get as many young people to understand the reasons
behind the issue rather than cast a sweeping stereotype.
Want to show that homeless people have the same role
to play in society as everyone else. They may just
not have the opportunity to do so and may not have the
opportunity to turn their lives around for the better.
Awareness will help the SA help them achieve a better life.

6. What motivates The SA?
Christian organization- works beside the
bible and stands by religious and moral guides.
‘We believe everyone is valuable and no-one should be
stigmatised because of their past or where they live.’
Do not like to see a wasted life and to see people
unable to create a new start. So they help.

7. What emotions are being demonstrated?
For the audience to feel:
-Empathy
-Understanding
What the campaign will demonstrate:
-hope
-ability to change
-positive outcome

8. How am I going to do this?
Past campaigns have shown first hand experiences
from homeless people, not really appealing to a
certain audience in particular.
I want to appeal directly to my target audience:
allowing the seriousness of the issue to be displayed
but also adding a note of desperation to the issue, as
young people may be inclined to ignore an
issue if there is a chance of older people to
respond more efficiently.

9. Cont.
For definite, I want to create a printed poster/
billboard display.
I would also want to create either an animation
to be used as an advert about 15 seconds long, or
a live action video.

10. What will the audience take away from the
campaign?
I want the audience to feel like they should support
the SA as much as older people even though they
may not be particularly religious.
I want them to feel like they are aware of the
issues that have been raised and aware of the
reasons behind them.
I want them to feel like they should be
contributing to make a better life for people
less fortunate than themselves, as they would like
others to do for them if they were in need of help
and support.