The Salvation Army is arguably the world's oldest sustainable brand. For more than 100 years, TSA has been restoring people, clothing and goods – making a huge impact on the planet. While TSA has very high awareness, its sub-branded Adult Rehabilitation Centers [ARC] has very low unaided recognition, which has inhibited donations and support. And yet ARC has one of the highest success rates in the country for its 6 month residential program.
We tapped into a simple, universal truth that resonated with prospective donors and energized internal constituents. We’ve all made regrettable decisions and wished for another chance. From this simple truth emerged the multi-channel campaign, "Second Chances" with an award-winning TV spot, e-blasts, events throughout the region, and nearly $100,000 in media exposure. The ROI includes a measurable increase in brand awareness and monetary donations.