The Salvation Army: Winter campaign

It is important for charities to show that their advertising expenditure is used well. Strategy used gritty images to demonstrate the practical care offered by the Army as well as the social deprivation they were trying to combat. Seven media including TV were used in a complex campaign which included 720 separate creative elements. An increase of 973% in income was achieved compared to a 335% increase in cost. Further success shown by an increase (644%) of new supporters were recruited