The document outlines a multi-pronged marketing campaign for The Salvation Army called "Unlike Homelessness". The campaign uses various mediums including print, television, radio, ambient, events, social media and mobile to generate awareness of homelessness and drive traffic to the organization's Facebook page. The campaign's objectives are to generate awareness of homelessness, offer unique ways for people to contribute beyond generic donations, and establish an online community of activists. The various components are designed to personalize the issue of homelessness and encourage engagement through interactive experiences, games and sharing real stories of people experiencing homelessness.

1. Bradford Pretorius – brad.pret@gmail.com / IMC 447 – Creative Campaigns
The Salvation Army
Unlike Homelessness Campaign

2. 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
activists
The Salvation Army – Unlike Homelessness Campaign

3. Print
Objectives:
• Generate Awareness
• Drive Traffic to the Facebook page
The Salvation Army – Unlike Homelessness Campaign

6. Television
Objectives:
• Generate Awareness
• Drive Traffic to the Facebook page
The Salvation Army – Unlike Homelessness Campaign

7. 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.

8. Radio
Objectives:
• Generate Awareness
• Drive Traffic to the Facebook page
The Salvation Army – Unlike Homelessness Campaign

9. Radio
Salvation Army Radio - “Wildlife Documentary” - 60 sec
David Attenborough (wildlife documentary) Style Voice
Sound: soft background music similar to a wildlife documentary with subtle sounds of the environment worked in (police car
sirens, 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.

10. Ambient
Objectives:
• Generate Awareness
• Drive Traffic to the Facebook page
The Salvation Army – Unlike Homelessness Campaign

11. Ambient
Facebook style ‘checked-in’ icons placed
above rubbish bins around urban areas in
larger cities around the US.
Highlighting that for some, this is a source
of food.

12. Event
Objectives:
• Generate Awareness
• Generate Donations in a unique way
The Salvation Army – Unlike Homelessness Campaign

13. Event
THEME:
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

14. Event

15. Social Media - Facebook
Objectives:
• Generate Awareness
• Engage those who care and establish two-way
communication with them
• Generate Donations in a unique way
The Salvation Army – Unlike Homelessness Campaign

16. Social Media - Facebook
THEME:
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

17. Social Media – Facebook
SECTIONS:
• 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

18. Social Media – Facebook
SECTIONS:
• 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

19. Social Media – Facebook cont.

20. Social Media - Twitter
Objectives:
• Generate Awareness
• Engage and establish two-way communication
with those who care
• Help the homeless in ways other than donations
The Salvation Army – Unlike Homelessness Campaign

21. Social Media - Twitter
THEME:
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

22. Social Media - Twitter

23. Mobile
Objectives:
• Generate Awareness
• Generate Donations in a unique way
The Salvation Army – Unlike Homelessness Campaign

24. Mobile
Salvation 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

25. Mobile

26. Thank You