The Salvation Army: The awakening of a heritage brand and invigoration of an unfashionable medium

This case study explains how The Salvation Army, the international Christian charity, grew the number of donors and total donations in the UK during five years of recession.

The Salvation Army: The awakening of a heritage brand and invigoration of an unfashionable medium

Principal authors: Mike Colling, Mike Colling & Co; Helen Weavers, Real World PlanningContributing author: John Eversley, WPN Chameleon

Introduction

This is not a typical IPA Effectiveness Awards case.

Most entries to these Awards involve major change: a brand launch or re-positioning and/or a bold new communications campaign. This case is for a 150 year old brand which has changed neither its creative approach nor its messaging for many years: The Salvation Army.

What has changed during the five years covered by this...

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