The Salvation Army has seen a steady decline in the number of people who sign up to volunteer as bellringers for their iconic Red Kettle campaign. Our objective was simple: to increase the number of bellringers in four test markets (North Texas, Pittsburg, San Diego, and Detroit) by showing that when you ring the bell for The Salvation Army, you’re not just collecting donations — you become a beacon of hope for your community.

When a single mother finds an eviction notice on her apartment door, she’s forced to navigate a harrowing night of homelessness with her two young children. A haunting rendition of “Silent Night” juxtaposes her experience as she feeds her children at a gas station, bathes them in a public restroom, and resorts to sleeping in her car. She’s at the end of her rope when she’s woken by the ringing of a Salvation Army bell and reminded of an option she didn’t think of before. At a Salvation Army shelter, she’s offered a warm bed as the music ends, “Sleep in heavenly peace.”

Volunteer sign-ups in all four test markets increased significantly year over year. North Texas saw an 82% increase in volunteers and a 21% increase in volunteer hours. Pittsburg saw a 32% increase in volunteers and a 23% increase in volunteer hours. San Diego saw a 159% increase in volunteers and a 27% increase in volunteer hours. Detroit saw a 7% increase in volunteers and a 9% increase in volunteer hours.