Salvation Army Kettle Campaign — volunteer recruitment and awareness advertising design

The Salvation Army Kettle Campaign

Leveraging iconic brand symbols to recruit volunteers and generate awareness.

Outdoor

Advertising

Objectives/

The Salvation Army needed a rapid creative turnaround to help recruit volunteers and drive awareness for their annual Christmas kettle campaign.

Generate awareness for the annual Christmas kettle campaign
Recruit community volunteers to support the initiative
Deliver creative quickly to meet tight media deadlines

Strategy/
Solution

The Salvation Army shield and the Christmas kettles, both highly recognizable symbols, were used to evoke an emotional connection and reinforce the organization’s mission.

The creative presents these symbols in a playful yet direct manner, making the message instantly understandable and memorable. The simplicity and immediacy of the design ensured that both communication goals were achieved within the short timeframe, effectively driving volunteer recruitment and awareness.