Salvation Army Steps

PROBLEM

To create a guerrilla campaign for the Salvation Army that related to the place that receives the profits from sales at the Thrift Stores, the Harbor Lights Rehabilitation Centers. 

PROCESS

We wanted to use a metaphor and decided that the 12 Steps utilized in the Alcoholics Anonymous program was the most well-known and easily adaptable for our cause.

SOLUTION

We created a “12 Steps to Donation” for the Salvation Army that referenced the AA program’s language while encouraging people to donate, and telling them where the money from the sale would go. This was installed at Bobcat Stadium, the largest venue in town and the arena where the university’s football team plays, and would ideally be incorporated into a special event at one of the football games, that would raise awareness for the cause. 

This was a team Project with fellow student Lindsey Stutzman.