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The Salvation Army's eye-catching real estate campaign

Real estate hunters were surprised by an eye-catching advert among the luxurious properties offered by Lew Geffen in the Saturday Star Property Section this past weekend. The property listing, depicting a discarded mattress under a bridge, was placed among upmarket properties listed in and around Johannesburg. The property in Sandown promised a nomadic lifestyle in an open plan, low maintenance space with easy access to the N1.
This innovative campaign for The Salvation Army Goodwill Centre created awareness about the rising number of homeless people on our streets who are in need of shelter this winter. Johannesburg based agency, Grey Africa, created three adverts that will appear in the Lew Geffen Sotheby's property section in the following weeks to come.

Grey Africa Creative Director, Francois Boshoff, hopes that the campaign - although short - will strike a chord with house hunters this winter. "We were really excited that The Salvation Army came on board to run this campaign," says Boshoff. "For us, its as much about the placement as it is about the creative, and huge thanks to Lew Geffen for taking the chance and allowing us to infiltrate their ad space. Here's hoping that those looking for a new home this winter will be stirred to make a contribution to a worthy cause. It's critical for us that the campaign has an effective impact for The Salvation Army as well."

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Carin Holmes, Major of The Salvation Army Goodwill Centre explained, "Winter is a matter of life and death for many homeless people who live on our city streets. The Salvation Army offers sustenance and warmth to many this time of the year. Our aim with this campaign is to create awareness of the need for funding to provide the homeless with shelter."

Lew Geffen, Chairman of Lew Geffen Sotheby's International Realty South Africa, says he is immensely proud to be associated with such an inspiring campaign. "I love off the wall advertising. It suits our personality 100%. We hope our contribution will make a difference to the more than 7,000 homeless people in and around Johannesburg this winter."

SMS SHELTER to 42290 and donate R30 to help The Salvation Army Goodwill Centre provide shelter to a homeless person this winter.

Client: The Salvation Army Goodwill Centre
Agency: Grey Africa
Art Director: Bethea Polatinsky
Copywriter: Toni Cheiman

Grey's press office

Grey is the advertising network of Grey Group. The Grey Group ranks among the largest global communications companies and its parent company is WPP (NASDAQ: WPPGY).