Coca‑Cola Australia is calling on Australians to send a note of kindness to Melbourne’s “biggest billboard” this festive season as part of The Salvation Army’s Christmas Appeal. 
Between 9 and 15 December, Coca-Cola will be lighting up Melbourne’s Emporium Billboard with personal notes of kindness. Each note will add another $10 to the brand’s $50,000 donation to The Salvation Army’s Christmas Appeal.
Since 2017, in partnership with The Salvation Army, Coca-Cola has helped provide meals and services during Christmas to help struggling Australian families and members of the community. This year, thousands of messages from across the nation will contribute towards the brand’s goal of $100,000 or the equivalent of 10,000 meals.
“Coca-Cola and meals have always been a perfect partnership. We’re so proud to once again be working with The Salvos to bring this to life in such a meaningful way,” says Coca‑Cola Australia Marketing Director Kate Miller.
“Partnerships like this enable us to give back and together, with the help of Australians, we can hit our goal of giving 10,000 meals to families and communities in need this Christmas.”
This year, The Salvation Army is expecting an increase in people seeking and relying on help this year with cost-of-living pressure and financial uncertainty continuing to rise.
“Christmas is the busiest time of the year for The Salvos and we’re preparing to see more people than ever before reaching out to us for help,” says The Salvation Army National Communications Manager Major Gary Masters.
“Whether it’s people on the brink of homelessness, people fighting to pay bills, or people who are just lonely, we want to give people the Christmas they deserve.”
As part of Coca-Cola’s 2024 partnership with The Salvation Army, the brand is also giving an additional $25,000 to five communities needing extra support this Christmas. The Richmond Corps, The Well in Victoria, Lismore Corps, Liverpool Corps and Brisbane Streetlevel Mission, will all receive an “extra special” offering in the form of Community Christmas Dinners after experiencing a particularly challenging year due to homelessness, flooding and the cost-of-living crisis.