Salvation Army

We partnered with The Salvation Army – Central Territory to lead paid social creative for their 2025 holiday campaign efforts across Facebook and Instagram.

Our responsibility was to conceptualize and design paid media creative that builds long-term engagement—encouraging audiences to opt into email and SMS communications while reinforcing The Salvation Army’s mission and values.

Objectives & Creative Approach

The primary objectives for this campaign were to position the value of The Salvation Army’s email and SMS programs, communicate the organization’s mission and core values, and drive sign-ups to build long-term engagement.

To achieve this, we focused on aligning with existing Give With Joy brand assets to ensure consistency with broader 2026 campaign efforts. Visuals were designed to be simple, emotionally resonant, and scroll-stopping, paired with concise headlines and copy that quickly communicated value. The tone emphasized warmth, hope, and community impact, avoiding overly commercial or “salesy” aesthetics, while highlighting optimism and belonging as central to the giving experience.

Campaign Concept: Give With Joy

In a world where social issues often feel heavy and overwhelming, Give With Joy reframes what it means to help others. Giving doesn’t have to feel like a burden—it can be uplifting, hopeful, and deeply human.

The campaign invites donors, volunteers, officers, and everyday supporters to join The Salvation Army in lifting humanity with optimism, warmth, and purpose. By focusing on emotional uplift for both the giver and the receiver, Give With Joy positions participation as a positive, community-driven act rather than an obligation.