Salvation Hanger

For this campaign, we brought the Salvation Army, one of the most recognizable brands for donations and sustainability, into the unexpected realm of travel. In São Paulo, the destination where clothing purchases are the highest in Brazil, we found a way to turn travelers’ excess clothes into donations through a simple object: a hanger in hotel rooms. 

While on vacation, travelers often find themselves with more clothes and goods they arrived with after shopping on their trips. So before they head home, we gave them a way to free up space in their suitcase and donate any unwanted excess using the Salvation Hanger. The donated clothes go straight to the Salvation Army, helping finance various social projects.

The campaign promoting the effort involved an integrated geolocated OOH media strategy across various formats on more than 6,000 OOH and nine cinema screens. 

Truth Well Told: The multi-pronged media approach ialso helped to reach more than 30 million people and 8.000 guests. The effort boosted clothes donations to The Salvation Army by 15% (April 2023 vs April 2024). The campaign increased traffic to the Salvation Army website and the scheduling of donations made through this channel.