Currently in Argentina, Branded Entertainment is an activity that´s having great spread and potential on social networks. Moreover, full marketing campaigns are developed and produced under the Branded Entertainment concept, leaving behind the traditional mass media vehicles. Due to its success, 2 years ago a new media law was set forth in Argentina proposing to regulate the length of time of airing of ideas or contents defined as Branded Entertainment in audio-visual channels. Even though this law has still not been formally approved, some TV channels are already implementing it.

To demonstrate clothes aren’t the only objects that can be recycled and continue relating with the youth in a different manner, we looked for a different way to generate content using the brand Sr. Amor as media.

6 movie directors and 6 fashion designers were called to –starting from a dress, an object and a book found at the Salvation Army Stores – create short films for the big screen.

The 6 shorts were premièred in a special event that included the parade of Sr. Amor’s 2011 fashion collection with the live performance of music.

And the following weeks, the films were projected at the main movie theaters next to the favorite movies of the youth.

By turning donations into stories, Sr. Amor found a new way to continue issuing its message to the youth.

Since the creation of Sr. Amor, The Salvation Army has had to double the amount of units collecting the donations.

The number of calls tripled and the quality of the donations improved. The audience grew 30%. A new historical sales record was marked at the stores. The most important data of all, 70% of the audience is younger.