Salvation Army Uses Zero-Budget Guerrilla Campaign to Make Powerful Point
Andrew Robichaud — July 15, 2009 — Social Good
References: adverbox
Getting caught up in the millions and billions of dollars within charities and the corporations behind them always seems to lead to a stalemate purpose. The Salvation Army has gone guerrilla style with their new charitable campaign and cut the entire cost of their advertising budget.
With the cooperation of 50 businesses in Maine, the Salvation Army launched different print, TV and online ads that cost nothing. Every possible area of media became a place to raise awareness. The togetherness of the businesses in Maine in working with the Salvation Army made it possible to have no costs for this campaign.
It’s a beautiful thing when humans come together to help other humans. It shows the good that still exists in our world.
With the cooperation of 50 businesses in Maine, the Salvation Army launched different print, TV and online ads that cost nothing. Every possible area of media became a place to raise awareness. The togetherness of the businesses in Maine in working with the Salvation Army made it possible to have no costs for this campaign.
It’s a beautiful thing when humans come together to help other humans. It shows the good that still exists in our world.
Trend Themes
1. Community-driven Campaigns - Charities can implement community-driven campaigns to raise awareness without relying on large budgets
2. Guerrilla Marketing - Charities can use guerrilla marketing techniques to creatively promote their cause without spending significant amounts on advertising
3. Collaborative Fundraising - Charities can collaborate with local businesses to fundraise through mutually beneficial campaigns at no cost
Industry Implications
1. Non-profit Organizations - Non-profit organizations can look to implement low-cost advertising strategies that depend on community collaboration
2. Advertising and Marketing - Advertising and marketing companies can help charities with innovative, cost-effective campaigns that rely on non-traditional methods
3. Local Business - Local businesses can partner with charities to raise awareness and funds through mutually-beneficial collaborations
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