Project Description: The Salvation Army’s annual Christmas fundraiser is very visible and recognizable during the holiday season, but lacks the professional brand presence that the rest of the organization has undergone.

Requirements: While most people recognize the Salvation Army’s round, bubble-like donation stands in shopping malls and street corners, few know the history and name of the seasonal fundraiser. The Salvation Army has revisited the history of the drive, and reintroduced the “Bell Ringer” at the stand, supplying volunteers with small hand bells to attract attention to the donation kettle.

Components: The logo of the campaign is a modern take on an old tradition.  The iconic silhoette of the handbell also resembles the clear plastic bubble that donations are collected in.  The name is prominent, and an action statement engages the reader to be involved.

A volunteer recruitment and information brochure was developed as a PDF, sent to all offices of The Salvation Army requiring the material.  The PDF brochure (dl -- 780 kb) included form fields allowing each office to customize the contact and seasonal information before printing.  This cost-effective distribution also helped local offices and churches to maximize its usefullness.

The campaign is promoted through various tools, including posters, flyers, and this web video:

Client: The Salvation Army

This entry was posted on Thursday, September 24th, 2009 at 10:08 pm and is filed under All Work, Corporate ID & Logos, Marketing & Advertising, Special Events. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.