Leger des Heils (Netherlands) - 50/50

As this short paper describes, the Salvation Army was experiencing a decline in revenue from its own fund-raising, and was struggling with the image of being old-fashioned.
  

Leger des Heils (Netherlands) - 50/50

Campaign Title 50/50Brand Leger des Heils (The Salvation Army)Category B4 The Best Long Term Campaign Medal SilverAgency Only

SUMMARY

The new concept brand 50/50 united the Salvation Army's convictions and work: a belief in living together, sharing together and caring for others make the world a better place: 'Together we're one.' 50/50 developed a number of products that linked up perfectly with this ideology: 50/50 clothes, 50/50 kids and 50/50 soup.

CHALLENGES

The Salvation Army was experiencing a decline in...

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