Salvation Army launches Red Shield Appeal to raise $73mn

Senior spokespeople from MultiConnexions, Ethnic Business Awards, The Salvation Army join Minister Tudge and Ms Sereana Takala

Federal Minister for Citizenship and Multicultural Affairs, the Hon Alan Tudge MP, has launched The Salvation Army’s annual Red Shield Appeal 2018 to Australia’s multicultural communities to help raise $73 million across Australia for those in need. It is one of the key events of The Salvation Army’s annual appeal, culminating with the nationwide doorknock weekend on 26-27 May this year.

Commenting on the launch, Mr Tudge said the Salvation Army Red Shield Appeal offers much-needed help, including to people from diverse cultures and backgrounds and that support was important to ensure Australia remains an “open, inclusive and cohesive multicultural society”.

L-R: Mr. Joseph Assaf, Chairman of Ethnic Business Awards; Col. Mark Campbell, The Salvation Army; and Ms. Leigh Cleave, Fundraising & Communications Director—The Salvation Army Australia—NSW, QLD & ACT

He added: “We are proud that Australia is the most successful multicultural country in the world and the work of The Salvation Army and other groups in forging closer integration by new residents is a key part of this success.”

The Salvation Army’s National Chief Secretary, Colonel Mark Campbell, said the organisation’s services are open to every person who calls Australia home. “Wherever there is human need, we will be there to serve without discrimination,” Colonel Campbell said.

Testimonial speaker Ms Sereana Takala delivered a moving speech

The Salvation Army, affectionately known as The Salvos, provide a number of important social services for multicultural Australia, which can only be achieved through the continued support of the Australian community.

“These services include homelessness support, women’s and children’s services, financial counselling through Moneycare, addiction and recovery services, legal assistance through Salvos Legal Humanitarian, English classes and many more,” Colonel Campbell explained.

Learn English Through Singing (LETS) Choir from Bankstown Salvation Army

He added that the Salvation Army was urging the Australian community to dig deep to support this year’s Red Shield Appeal. “It is only through the public’s support that The Salvation Army is able to provide a hand up to the most disadvantaged people in our community and give hope where it’s needed most,” he said.

Australia’s leading independent multicultural marketing agency MultiConnexions is again partnering with The Salvation Army as the sponsor of this year’s launch. MultiConnexions CEO Sheba Nandkeolyar said she was proud of the long-standing relationship the company has built with The Salvation Army to support its work across Australia. Sheba believes that just as multicultural audiences are proud of their country of birth, they are also proud that Australia has provided them with a new beginning and look forward to opportunities where they can contribute back.

The Salvation Army’s communications team and MultiConnexions CEO, Sheba Nandkeolyar

Mr. Joseph Assaf, Chairman of Ethnic Business Awards and staunch supporter of The Salvation Army Red Shield Appeal for over 20 years said, “The support The Salvation Army gives disadvantaged Australians, including those from multicultural communities, is very valuable and important. I encourage everyone to volunteer for this year’s doorknock and donate.”

To volunteer for this year’s Red Shield Appeal doorknock weekend, call 13 SALVOS (13 72 58) or register online at You can donate to the Red Shield Appeal by calling 13 SALVOS (13 72 58), online at, in person at any Westpac branch or Salvos Store, or by posting your cheque to PO Box 9888 in your capital city


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