Services
Branding
Events
Public Relations
Digital
Videography
The challenge:
Women over 55 are one of the fastest-growing cohorts of people experiencing homelessness in Australia. They often stay with friends or family, live in their car or in severely crowded dwellings, which doesn’t fit the stereotypical view of homelessness. Because of this, they are a cohort that is often overlooked. The Salvation Army Queensland wanted to create a platform to raise awareness and funds for the growing issue.
The numbers speak for themselves
$88,000
amount raised across three years
130+
participants involved since the event began in 2021
4267
the average number of women who sleep homeless each night in Brisbane
Our solution:
We worked alongside the Salvation Army team to establish a creative concept and messaging for the campaign. A Place Called Hope became the Queensland arm of the Salvos Sleepout, where participants sleep out to help raise vital funds for the Brisbane City Women’s Homelessness Service. With other campaigns in the market, the key difference was making the event accessible to a new audience, mainly women who wanted to support other women experiencing homelessness.
As part of this campaign, we not only created all the design collateral but also worked with the team to create a strong campaign video. We helped build the landing page where participants could register and fundraise.
Superdream also managed the event logistics, negotiating a partnership with Mirvac that allowed the event to be hosted at the Toombul Shopping Centre. The Salvos Sleepout also gave an opportunity to showcase the different arms of service with Emergency Services, Street Level & Salvos stores all involved in the event.
With the overall aim of raising awareness, public relations was a key focus. Channel 7, Channel 9 and Channel 10 News all attended the media call about the event, and we were able to organise an outside broadcast with ABC radio. Host, Loretta Ryan, did a broadcast at the event, the morning after the sleepout.
Now in its third year, the Salvos Sleepout has experienced significant growth and change. We have had the opportunity to be involved each year, with a key focus on public relations and creating more awareness for the growing issue.