New campaign bringing a ‘proactive and intentional’ approach to finances
BY KIRRALEE NICOLLE
Increased financial stress from the cost-of-living crisis is driving a new Salvation Army initiative.
Normalising Money Conversations has been developed by The Salvation Army Financial Inclusion Community to encourage people to talk openly about their personal financial stories, a staff member says.
Financial Inclusion Project Officer Bee Orsini said shame was the biggest barrier for those seeking financial help. She said the Normalise Money Conversations drive was firstly focused on Salvation Army staff, officers and volunteers as a way of leading by example in opening the conversation and was part of a broader need to engage with a new cohort of people who might have secure jobs, assets and mortgages but were reaching the limits of their financial capacity.
“We’re really wanting to hold a space for reducing that stigma,” she said. “Particularly as more people [who] have never sought support from an organisation like the Salvos are going to be needing to do that.”
A Salvation Army survey of 900 Australians conducted in 2023 found that 46 per cent of those surveyed agreed they would feel ashamed reaching out for help if facing financial difficulty. Eighty-eight per cent of those surveyed agreed that if they were in financial difficulty, they would try to solve it themselves before seeking help.
Bee said everyone had a unique money story. She said a large part of the focus of Normalising Money Conversations was about living a Jesus-centred life, where a neighbourly economy of mutual support was prioritised.
“It’s thinking about how we can support each other to help make our burdens or our worries feel a bit lighter,” Bee said. “The other thing I’m hoping [to see] is that we are really proactive and intentional, through the conversations we're having, to connect people to practical support.”
Salvation Army Moree Program Coordinator Jason Poutawa said that he had made his fair share of mistakes with money and had often made guesses about what to do with his finances. But he said these experiences helped him connect with others struggling to make good decisions about their money.
“I think the more people feel confident to face their financial challenges head-on, with support, the more capable we are of overcoming them,” Jason said.
“We don’t know what we don’t know, and the more we can have these types of conversations with people, the more information and experience we can draw from to move forward.”
He said the key was relationship, and rather than feeling a need to share all the details, it was about being open enough to be real. Jason also said showing curiosity was far more helpful than passing judgment.
“It’s always a choice, so I don’t pressure people to talk about it,” he said. “But often, because I have a good relationship with them, they are willing to trust.
“If I have a relevant story to share about how I’ve gone about the situation before, I share it.”
Jason said he mentored one young man who had been spending money faster than he could earn it. Once they decided on goals to work toward, the man was able to save enough money to purchase his first car.
“Often it will come up in general conversation – the thought of buying something or saving for something – and then I just ask a few questions about that. It often leads to their bigger picture of what they really want, and we set a goal from there,” he said.
Cost-of-living and personal debt distress were the leading causes of elevated distress among Australians reporting suicidal behaviours, according to statistics from Suicide Prevention Australia released in March 2024.
Bee said the cost-of-living crisis had created a hopeless situation for many who were constantly bombarded with statistics from media sources that only confirmed what they were already experiencing. She said conversations around money were a way to empower those feeling the weight of crushing financial burdens.
“[There are] things that people are already doing in their lives that are good for their finances,” she said. “They just maybe can't see it because of the stress that they’re feeling.
“Every conversation is that opportunity [for] hope, and that hope can actually save someone’s life.”
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Launch event held at Redfern
The Salvation Army recently held a launch event for the new Normalising Money Conversations campaign. The event, called Money Conversations: Sharing Stories, Shaping Futures, was held in the Territorial Headquarters Redfern office in Sydney.
The focus was on enhancing the financial wellbeing of our teams and their families and encouraging people to create a healthy mindset around money.
The event, co-hosted by Commissioner Miriam Gluyas, gave employees practical tips on building financial resilience and explored money conversation starters. It aimed to break the taboo around financial discussions and help people feel confident and equipped to talk about money in their personal and professional communities.
Miriam presented at the event on aspects of her own money journey, reflecting on the pride she feels about family members who have worked through their own financial challenges.
“Being able to talk to family and friends about finances and having people to point them to in hard times is key,” she said.
For more photos from the Redfern event, click through the slideshow below:
