The Salvation Army Delivers A Powerful Call To Action In “Silent Night” – A New PSA Edited by Camp Lucky’s Elizabeth M. Stewart For Agency LERMA/

Part of The Salvation Army’s holiday Red Kettle campaign, a new PSA “Silent Night” sheds light on the realities of surviving in today’s economic climate. Edited by Camp Lucky’s Elizabeth M. Stewart for agency LERMA/, the short film presents the journey of a displaced family attempting to navigate life after facing eviction. A mother with two kids struggles to stay afloat until finding her way to a safe place through services provided by The Salvation Army. Relatable to many, the spot tugs at the heartstrings while encouraging viewers to register to donate and “bring someone peace & volunteer to ring the bell.” 

“This spot marks a significant shift for The Salvation Army from docu-style vignettes to narrative storytelling which allows us to showcase an experience that often goes unseen: the moments following an eviction,” says Kirstin Mullins, Associate Creative Director, LERMA/. “Through the lens of a single mom and her kids, we follow an overwhelming  journey that’s all too common with eviction rates over 50% higher than before the pandemic.” 

“In helping to tell an emotional story that highlights the work of The Salvation Army, I’m reminded of the struggles others are facing and how we can all provide some assistance,” notes Elizabeth M. Stewart. “What I love about working with this team is they strove to create something that is both artistic and impactful – and those are my favorite goals with any project I work on. The idea of juxtaposing the beautiful but haunting acapella rendition of "Silent Night" against footage of a night that was very much not silent nor peaceful is brilliant. I hope people feel its impact as much as I do.” 

Among its many programs, The Salvation Army provides food, shelter, clothing, and financial assistance, youth services with programs for music, athletics, arts, and crafts, camping and family counseling, as well as its iconic Red Kettle Campaign, in which the famous Red Kettles are a centerpiece, to help individuals and families during the holidays and beyond. 

Credits: 

Client: The Salvation Army 

Project Name: Silent Night 

Agency: LERMA/ 

CD, Copywriter: Katie Bernet   

CD, Art Director: Amanda Jackson   

ACD, Art Director: Kirstin Mullins   

Broadcast & Content Producer: Bridget Fontenot   

Principal, Brand Leadership: Cassidy Wren 

Account Director, Brand Leadership: Molly Murer  

Account Supervisor, Brand Leadership: Jillian Holliday  

Account Supervisor, Brand Leadership: Stacey Taylor  

Account Executive, Brand Leadership: Meryn Kennedy  

Production Company: The Fold 

Directors: Benji Allred, Christian Darais, Merik Richardson 

Director of Photography: Jared Fadel 

Post: Camp Lucky 

Editor: Elizabeth M. Stewart  

Audio Engineer: Matt Cimino  

Color: Neil Anderson  

Finish Artist: Laychin Lee  

EP: Jessica Berry  

Assistant Editor: Cate Hauder  

Music Company: Fangirl 

Creative Director: Christian Darias  

Lead Composer: Stuart Maxfield  

Vocalists: Jenessa Smith (English) & Mindy Gledhill (Spanish)