Salvos Stores asks Aussies to consider preloved presents in new campaign via The General Store

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Each year, over 20 million unwanted Christmas gifts are given, with tonnes of these ending up in landfill. But still, there exists a stigma around giving second hand gifts. Salvos Stores, Australia’s largest second hand charity retailer, are tackling this problem by asking people to make the ‘Preloved Promise’ – an online declaration that they would like to receive second hand Christmas gifts this year, part of a new campaign via The General Store.


Says Edwina Morgan, GM customer and strategy, Salvos Stores: “2021 has been a tough year financially for many people. Letting your loved ones know you’re open to receiving second-hand gifts takes some of the financial stress out of the Christmas season and has the added benefits of helping the environment and vulnerable Aussies through the work of The Salvation Army.”

The campaign has launched nationally across OOH, BVOD, Spotify, Digital, in-store and social – with uptake of the Preloved Promise being kicked off by key influencers in the sustainable fashion space.

Says Maddie Livesey, partner at The General Store: “Last year we launched a new brand platform for Salvos Stores. This year, we’re using that platform to remove the stigma of giving and receiving pre-loved gifts. In the spirit of recycling, we refreshed parts of last year’s campaign, using ‘Salvos Santa’ to get the message out there.”

The campaign encourages people to make the Preloved Promise via stickers on stories or by sharing the assets on the Preloved Promise website. Businesses can also take part through LinkedIn and by opting to replace Secret Santa with second hand ‘Salvo’s Santa’ activities.

To make the Preloved Promise visit or search ‘Salvos Stores’ in giphy on Instagram and Facebook.

Salvos Stores
Matt Davis, CEO
Edwina Morgan, General Manager, Customer & strategy
Aife O’loughlin, Customer Experience Manager
Matt McMahon, Customer Campaign Partner
Sophie Crombie, Digital Communications Officer

The General Store (Strategy & Creative)
Chris Scott, Executive Creative Director
Andrew Jones, Art Director
Julia Elton-Bott, Art Director
Harry Antonakos, Designer
Matt Newell, Partner & CEO
Madeleine Livesey, Partner
Nick Barnett, Group Account Director
Renaud Frisé, Digital Director
Kiki Jones, Project Director
Darren Bailey, Producer
Cameron Creagh, Editor

Unlisted (Production – original animation)
Graham Pryor, Executive Producer
Chelsea Nieper, Head of Production
Kade Robertson, Producer
Leyla Kaddoura & Vic Chhun, Directors
Francisco Magalhaes, Animator
Jules Bourges, Animator
Faouzi Hammadi, Animator
Sovan Var (clean up), Animator
Maurine Lecerf, Coloring backgrounds
Mathieu Betard, Compositing

Bench Media
Thinkerbell Media