The Salvation Army | Reflect Digital

The Salvation Army

The Salvation Army was established in the East End of London, 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. 

Designing the Banners

After receiving the brief, the design team discussed ideas and came up with several taglines, including, ‘loneliness destroys lives’, ‘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 alone in their home vs. a full room with their friends and family.   

After presenting the taglines the client decided to take ‘loneliness destroys lives’ and ‘homelessness destroys lives’’ forward. Images of the homeless being helped by The Salvation Army were used within the graphic based banners.

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