The Salvation Army was established in the East End of London in 1865. From the very beginning, their goal was to help the less fortunate and fight against social injustice. They do this through a number of different methods, including fundraising, donations and ministry.
The charity approached us to design a set of pay-per-click banners. Used to encourage donations for the lonely and homeless. Split testing the banners gave us valuable data for future campaigns and allowed us to track which banners were being engaged with the most.
The statistic based banners were focused on the hard-hitting facts and how a donors money could be spent, whereas, the visual banners were be centred around distressing imagery and ways in which the Salvation Army help others.
After receiving the brief, the design team discussed ideas and developed several taglines, including ‘Loneliness destroys lives’ and ‘Eat. Sleep. Crave. Repeat’, ‘Deliver Us from Evil’, ‘Help turn EVIL around. Help them LIVE a new life.’ etc. Several image-based ideas were also put forward. These included boxing matches with addiction/debt written on their belts. Split-screen scenes of homeless people sleeping rough vs in a cosy bed. An elderly person is alone in their home vs. a full room with their friends and family.
After presenting the taglines, ‘loneliness destroys lives’ and ‘homelessness destroys lives’’ were taken forward to deliver the impact The Salvation Army was looking for. Images of the homeless being helped by The Salvation Army were used within the graphic-based banners.