Austereo has launched a campaign with The Salvation Army, to create awareness among young people for the Red Shield Appeal as a complement to traditional ‘door knock’ activity.

The radio network has designed a social networking fundraising site that will be tied to the ‘I See Red’ campaign digital radio channel. The campaign will be spread through Today Network radio stations nationally, including brands such as Hamish & Andy, allowing young users to engage with the charity.

“We talked to (the Salvation Army’s) target audience about what would work for them and as a result developed a means to deliver their brand to a younger market. The multi-platform campaign highlights the way in which Austereo is continually pushing the boundaries of what radio can offer,” explained Austero’s head of integration in Sydney and Melbourne, Scott McLaughlin.

“With the I See Red campaign we’ve created a feel good destination that celebrates those raising money for The Salvation Army.”

Major Brad Halse, communications director for The Salvation Army said, “We are really excited to work with Austereo on this fantastic project. We see the I See Red campaign as unique and one which will greatly add to our overall Red Shield Appeal fund-raising efforts.”