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The Salvation Army launched a campaign today dubbed ‘The Unexpected Homeless’ via NZME and TBWA, leaving NZ Herald browsers struggling to find their way back ‘home’.
A safety net for all Kiwis: Salvation Army aims to change perceptions, appeals to middle New Zealand
Every week, the Salvation Army receives 300 new requests for help from Kiwi families going through difficulties. And contrary to the popular misconception that the organisation only exists to help the poorest in society, public relations director of the Salvation Army Steve Chisholm says that it's also common for those in the middle class to approach the not-for-profit organisation when they fall on hard times. So, in a bid to change this perception, the Salvation Army has released a new campaign that posits the Salvation Army as a safety net for ordinary Kiwis.
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