For Christmas the Salvation Army had the mission of increasing their donations by 15%.

We began analyzing that Christmas always comes along with dinner parties, shopping and gifts.Those of us who have plenty forget that there are many people who go lacking yet we end up throwing away many things that we do not need. To raise awareness about this, the Salvation Army created a Red Bag, a bag for giving things and not for throwing things away. Thanks to Zesta, number 1 brand of garbage bags. Then, local governments assigned trucks to go door to door collecting the bags.

In the time of year when collecting donations become more complicate, Christmas, we managed to increase donations by 41%.

The main media was the bag itself. Because it was different inside the package and came with the whole explanation of how the campaign works. To that we just had to add some massive media such as outdoors, radio and digital media, and off course all the free media we could get.

The idea was tightly implemented with the most important supermarket branches of the country, to make the red bag reachable in the whole country.

We also used digital media to inform people the dates in which cars will be collecting bags or where they could drop them.

New donors.

That was the objective, to raise them by at least 15%.

So in order to achieve we went massive, and place a way to help and reach us in the most important supermarket branches of the country. To spread the message we used the same product, garbage bags, and to that we added outdoors, radio, Facebook, and lots of free media.