The solution was simple: this charity is an army. And that fact delivers a position among charities that only The Salvation Army can own. It also allows you to create provocative headlines and copy that play off of military terms. We took the color red, which is one of The Salvation Army’s primary colors and used it with black to create stark, powerful images.

The results were powerful.Specific amounts of donations generated are not available because this ad just recently started running. However, client response has been tremendous. For the first time, there is a campaign that clearly separates The Salvation Army from all other charities. It is powerful and provocative, yet it asks for donations in a very easy manner.