Salvation Army Foundation: Benefits instead of empty promises
To kick off its end-of-year campaign, The Salvation Army is placing its own «election posters» among those of politicians. Instead of campaign promises, however, these posters highlight the organization’s daily achievements—and, due to time constraints, do not include photo shoots.
The current campaign of The Salvation Army Switzerland Foundation uses the 2023 federal elections as a hook for its slogan "Doing good is the best choice". Instead of the portrait image, which cannot be missing on classic election posters, the Salvation Army reduces the posters to the name of its protagonists as well as their mission in favor of needy people. The employees simply did not have the time for a photo shoot. The Salvation Army has made its choice and is actively involved every day in helping people on the margins of society. So it can sometimes happen that a photo shoot falls through due to a more important commitment. A Christmas fundraising campaign is to follow.
The campaign, conceived with Smly, One Marketing and Getunik, combines posters, advertisements and social media measures. All measures are intended to visualize the impact of the daily work of the Salvation Army in Switzerland.
Responsible at The Salvation Army Foundation Switzerland: Daniel Oester (campaign management), Andrea Wildt (content marketing strategist), Anil Zaugg (video clips "Doing good is the best choice"); responsible at smly: Marc Leuzinger (collaborative consulting); responsible at one marketing: Balz Lendorff (creative direction), Guido Huwiler (concept/text), Nathalie Zeller (consulting); responsible at getunik: Nadia Francioso (concept), Max Röder (digital ad), Kimberly Brinker (consulting).
