Community, business, and media leaders from more than 30 linguistic and cultural backgrounds gathered today for the national multicultural launch of The Salvation Army’s 2025 Red Shield Appeal.
Officiated by Katrina Rathie and hosted by MultiConnexions Group, the event in Sydney marked the start of this year’s “Be Hope” campaign, which calls on all Australians to “be the hope someone needs today.”
Image Source: MultiConnexions
For over 140 years, The Salvation Army has delivered practical support to people facing hardship. Colonel Rodney Walters, Secretary for Communications at The Salvation Army, reflected on that legacy:
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“This year’s theme ‘Be Hope’ reflects our mission and the everyday reality we witness in our work.
This multicultural event is a meaningful opportunity to join with leaders deeply committed to building a more compassionate society.”
Image Source: MultiConnexions
“We are grateful to MultiConnexions for their long-standing support, which allows us to reach multicultural audiences,” Walters added.
“Australia’s strength lies in its diversity, and multicultural communities are at the heart of that story. Many of us have benefited from the opportunities this country offers, and now it’s time to give back. When we give generously, we help build a more inclusive, compassionate Australia for everyone.”
Image Source: MultiConnexions
Sheba Nandkeolyar, CEO of MultiConnexions Group and recipient of the Eva Burrows Award, highlighted the everyday generosity that underpins the “Be Hope” theme:
As Chair of the Year Award recipient from the Australian Financial Review and a prominent figure in multicultural business leadership, Katrina Rathie—also Bubs Australia Chair and SBS Non-Executive Director—emphasised the vital role of Australia’s diverse communities:
“Multicultural Australians proudly embrace their cultural heritage and contribute to modern Australia. That is how hope becomes real—through action.”
Image Source: MultiConnexions
“MultiConnexions is proud to have supported The Salvation Army’s multicultural launch for more than 20 years,”
Nandkeolyar added.
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The Red Shield Appeal is The Salvation Army’s largest annual fundraising campaign, with a national goal of $38 million by 30 June. Funds raised will sustain more than 2,000 programs and services across Australia, including crisis accommodation, emergency relief, financial counselling, and community engagement initiatives.
Impact by the Numbers (2023–24):
1.1 million nights of accommodation provided
1.76 million sessions of care delivered
250,000+ people assisted nationwide
$24.3 million in direct financial assistance (cash, vouchers, and bill support)
The Salvation Army is calling on individuals, families, and community groups to contribute to the Red Shield Appeal through donations, volunteering, or in-kind support. To give or receive help, visit salvationarmy.org.au or call 13 SALVOS. Donations can also be made at any Salvos Store nationwide.
About The Salvation Army Red Shield Appeal: Since 1891, The Salvation Army in Australia has provided social services to those in need. The annual Red Shield Appeal funds frontline programs including homelessness support, family and domestic violence services, youth development, and emergency disaster relief.
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