While The Salvation Army Red Kettle brand has very high unaided awareness, a key sub brand, The Adult Rehabilitation Centers [ARC] is a hidden gem. ARC's offer some of the most successful rehabilitation programs in the country, but low brand awareness and familiarity were inhibiting donations and support.After a deep assessment of the brand, we created a multi-channel campaign titled
With drug and alcohol substance abuse at an all-time high, The Salvation Army Adult Rehabilitation Centers (ARC) has had a challenge creating awareness for their little-known program. And yet, ARC is the nation's most successful, six month, no-fee residential rehab program, and often the last hope for those battling drug and alcohol addiction. Like any nonprofit, it is heavily reliant on individual donations. ARC needed an idea that not only drove monetary donations, but served to energize the organization. They needed a rallying cry. Recovery is rarely a straight line. Relapses are the norm. All of us have, at one time or another, made choices we regret and would do differently if given a second chance at life.