The Salvation Army was literally unknown by the youth, an important population of potential donors. The donations, later sold at their stores, are the main source of funds for the charity works of the Salvation Army. The challenge was creating a proposal to reach and attract the youths to make the Salvation Army and its solidarity works known, with a low budget.

We created Sr. Amor, a sub brand of the Salvation Army, and chose fashion as one of its expressions to generate content. We called the top 5 fashion designers of the country and asked them to make a fashion collection with the garments donated to the Salvation Army. The process was shot in different supports and concluded with a presentation fashion show for over 2500 youths at the prestigious Konex Cultural Centre. The catalogue, shot by the most relevant fashion photographers of Argentina, was the invitation to the event and the presentation of Sr. Amor to the youth.

With Sr. Amor, the Salvation Army reached an audience it had never been able to reach before: the youth. The amount of donations increased. The stores marked a new sales record. The audience grew 30%. And the most important thing: 70% of their audience is younger.