The message was clear and personal. Hope doesn’t wait for permission, and neither should we. On 20 June, a room full of leaders from across Australia’s multicultural communities gathered to lend their voices to that message, standing alongside The Salvation Army as it launched its 2025 Red Shield Appeal.
The event, hosted by MultiConnexions Group in Sydney, marked the official national multicultural launch of the campaign and brought together speakers of more than 30 languages. Katrina Rathie, business leader and 2025 AFR Chair of the Year, led the charge with a simple call: “Give back.”
“Australia’s strength lies in its diversity, and multicultural communities are at the heart of that story,” Rathie said. “Many of us have benefited from the opportunities this country offers, and now is the time to give back. Join us in supporting the Salvation Army Red Shield Appeal, because when we give generously, we help build a more inclusive, compassionate Australia for everyone.”
The event was more than a fundraising moment. It was a quiet, deliberate show of solidarity at a time when cost-of-living pressures are pushing more Australians to the margins. The theme for 2025, “Be Hope,” urges individuals and communities to stand in the gap for someone else. Whether that’s a donation, time spent volunteering, or simply looking out for someone nearby, the campaign is grounded in practical action.
Colonel Rodney Walters, Secretary for Communications at The Salvation Army, said this year’s appeal reflects the organisation’s core mission.
“For over 140 years, The Salvation Army has been dedicated to supporting communities in need,” he said. “‘Be Hope’ reflects our mission and the everyday reality we witness in our work. This multicultural event is a meaningful opportunity to join with multicultural leaders deeply committed to building a more compassionate society.”
The collaboration with MultiConnexions isn’t new. In fact, the media and marketing agency has supported the multicultural launch of the Red Shield Appeal for over two decades. CEO Sheba Nandkeolyar, who also received the Eva Burrows Award, called this year’s theme a reflection of the “everyday generosity we witness across our communities.”
“Multicultural Australians proudly embrace their cultural heritage and contribution to modern Australia,” she said. “That is how hope becomes real through action.”
The Salvos are hoping to raise $38 million by the end of June to fund more than 2,000 programmes and services across Australia. These include housing, food relief, financial counselling, domestic violence services, and support for youth and older Australians. The need is ongoing and growing.
According to the organisation’s 2023–24 annual report, The Salvation Army:
- Helped someone every 17 seconds
- Provided more than 1.1 million nights of accommodation
- Delivered 1.76 million sessions of care
- Offered $24.3 million in financial assistance
- Supported over 250,000 individuals nationally
While the numbers are large, the impact is personal. That’s the point. It’s a charity built around one-on-one encounters. Every donation, every hour volunteered, every gesture of support filters down to something quite simple—one person helping another.
For Rathie, the appeal’s purpose aligns with her own values as a leader who has worked across business and public service. As Chair of Bubs Australia and a Non-Executive Director at SBS, she used her platform to encourage broader engagement.
The multicultural community, often first to show up when others need help, is once again being asked to lead. And based on the energy in the room, there is little doubt that it will.
The Salvation Army is accepting donations through its website (salvationarmy.org.au), by phone (13 SALVOS), or in person at Salvos Stores.
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