Reviving Hope with The Salvation Army

The Challenge

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 Center [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.

The Solution

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.

About The Miller Group

The Miller Group is a woman-owned, creatively led, strategically driven digital advertising and marketing agency.