Often, the money donated to homeless is spent by them on alcohol or drugs. This is the reason why a lot of people avoid giving them cash, they are afraid it will foster their addictions instead of being a real help.

Our challenge was to design a product that can solve one of the major problems, people distrust regarding donations. They feel now confident about providing true help and now many have took the first step in getting off the streets.

We think that the strength of this implementation is that we redefined the way people can support the homeless.

We created a straight help for them, keeping them away from harm and helping them to make the first step in getting off the streets.

This implementation is appropriate to Salvation Army, since the action of donating money to the homeless happens from hand to hand. It’s about regular people helping the ones in more need. We believe this execution is proper because we turn people into a real Salvation Army.

More than 7,000 Salvation Coins used by Homeless.

Hundreds of new Salvation Army members. (increased by 70%).

We got rid of people skepticism about helping the homeless.

Most important, we helped hundreds of Homeless to take the first step in getting off the streets.

We think this campaign should be considered for 'Best Low Budget Campaigns', since the total budget used, was less than USD 1,000. By using this reduced budget, we could re-establish a new manner for people to support the homeless, helping them to make the first step in getting off the streets.