|Title||THE UNEXPECTED HOMELESS|
|Brand||THE SALVATION ARMY|
|Product / Service||DONATION DRIVE|
|Category||A10. Charities & Non-profit|
|Entrant||TBWA\AUCKLAND, NEW ZEALAND|
|Idea Creation||TBWA\AUCKLAND, NEW ZEALAND|
|Christy Peacock||TBWA||Executive Creative Director|
|Karen Maurice O'Leary||TBWA||Creative Director|
|Tim Huse||TBWA||Creative Director|
|Ruby Soole||TBWA||Account Manager|
|Marianne Short||TBWA||Digital Producer|
The idea was a simple one. To make people realise that home is not something we should take for granted, we hijacked the nation's most clicked on home button.
On September 27th 2016, the world’s most iconic symbol for ‘home’ was interrupted. We partnered with New Zealand's biggest news website, plunging the country into unexpected homelessness with one little click. Hitting the home button on the site detoured New Zealanders to an unplanned home, revealing the unseen crisis. In one click people were suddenly inside the personal story of real people living in cars, garages and couch surfing.
Traffic to the Salvation Army website reached a record high. We reached over a 1/4 of the nation. 650 people volunteered to give up their homes to raise money. Donations exceeded previous years.
Our strategy was to reach as many people as possible, as efficiently as possible. The call to action invited viewers to either continue to the 'home' they were looking for, or to help those that had no homes to go to. This was relevant to the platform, as the platform is one in which 'home' buttons are commonplace.