When encountering a hanger designated for clothing donations in their hotel room, guests felt encouraged to donate the excess clothing from their luggage. This way, we managed to increase the number of donations to the Salvation Army at an opportune moment and in locations where the institution had not previously reached.

In São Paulo, the destination where clothing purchases are the highest in Brazil, excess clothing is being turned into donations through a simple object: a hanger in hotel rooms. Travelers are being directly impacted from their hotel rooms. When returning from their trip, those with too many clothes in their suitcase can donate the excess using the Salvation Hanger. Just hang the clothes on the hanger and voilà: donation made, lighter suitcase. The donated clothes go straight to the Salvation Army, helping finance various social projects.

We developed an integrated geolocated OOH media strategy, using various formats to effectively reach the target audience. We prioritized advertising in urban furniture, commercial buildings, and cinemas in regions with high concentrations of hotels and a large flow of tourists and business travelers in the city. This multi-contact approach allows for broad and targeted coverage, ensuring the message is seen by those most likely to engage with it.

The campaign was launched with an initial airing of seven days, covering over 1,000 screens in urban furniture, nine cinema screens, and over 5,000 screens in commercial buildings.

The donations of clothes to The Salvation Army boosted by 15% (April 2023 vs April 2024). The project also reached people who were not in hotels. The message was amplified through the social media channels of campaign partner influencers and also by guests of participating hotels: reaching more than 30 million people and 8.000 guests impacted per week. All of this with zero investment in media. The campaign increased traffic to the Salvation Army website and the scheduling of donations made through this channel.