This Valentine’s Day, The Salvation Army is launching a new campaign that puts love above all else. It honors our country’s hardest working families with the dignity they deserve and calls all of us to love each other beyond the most difficult situations.
LERMA/ is leading strategy, creative, and media; and partner agency Genuine Article will be leading the public relations efforts. The National “Love Beyond” campaign will launch on the day most synonymous with Love – Valentine’s Day – with new broadcast creative including “Love,” an anthem spot, as well as additional spots specific to The Salvation Army’s hunger relief, shelter, and bill assistance services. The National campaign will launch with paid social, streaming video, and branded content, with broadcast and influencer support going live later in the year as the Christmas fundraising season approaches.
Accompanying the creative and to kick off the campaign, is an activation in four high-traffic areas across the United States. At Love Field airport in Dallas, 30 Rock in New York City, Mall of America in Minneapolis, and Alderwood Mall in Seattle, The Salvation Army will invite people to open the “best Valentine’s present you could ever receive” via an interactive 10’x10’ present showcasing how donors, along with The Salvation Army, love their neighbors in each of the communities and nationwide.
Following the magic theme, the Academy of Magical Arts is collaborating on the noble cause by allowing two magicians, Norberto Jansenson and Hillel, to perform at the Magic Castle in Los Angeles. The magicians attempt daring performances and replace their usual “magical” word with “colonoscopy” as part of their acts. One example includes Hillel—Mr. Balloon Man™, who, for the first time in his 30-year career, writes “colonoscopy,” instead of “help,” to be rescued from inside of a balloon with little air.
