Everyone is familiar with the Salvation Army, but probably not as familiar with all that it does. The fact is, this charity does a whole lot more than just ring the bell on the corner at Christmas.
THE SALVATION ARMY COVERS A LOT OF GROUND
Brand Strategy: The Salvation Army needs to be its own best PR campaign, reminding people at every opportunity about all that they do. They cover a lot in each community and could use your help to cover more, so the annual report could make the case for both.
Creative Idea: Who says an annual report has to be staid and filled only with figures? Intermark figured that such a booklet could be one big PSA. That’s why we colorized photographs in Salvation Army red to show all that the charity covers, from housing to clothing to gifts for children.