The Salvation Army is one of the most supported charities foundations around the world, however in Costa Rica they're not that known. For that reason the have a constant need of making low budget campaigns with the objective of collecting the major amount of stuff they can.

To that we have to add the fact that December is the most complicated month to ask for donations because most of the charities and foundations do that at the same time.

The main media was the bag itself. Because it was different inside the package and came with the whole explanation of how the campaign works. To that we just had to add some massive media such as outdoors, radio and digital media, and off course all the free media we could get.

The idea was tightly implemented with the most important supermarket branches of the country, to make the red bag reachable in the whole country.

We also used digital media to inform people the dates in which cars will be collecting bags or where they could drop them.

During December, the month in which all charities and foundations are asking for peoples help, the salvation army managed to increase them by 41%.