About The Salvation Army
In 1997 we created our first advertisement for the Salvation Army. The headline read: "Put in money and we'll stop playing." The effect was instantaneous - from a rattling in the collection boxes and joyful shouts in the cities, to squabbling in the "Battle Cry" newspaper.
Some years later Sweden's first soup kitchen opened in Gothenburg, and there the idea for the "Soup Book" was born (a cook book that now is in its third printing).
Since then the idea to create products that communicate - useful, wholesome or entertaining things that also say something about the Army's activities and soul - has been the connecting thread in our work.
The Soup Book was followed by the single "A Blessed Gathering." During the Christmas shopping season, the single went platinum and before the adventure was over almost 240,000 had been sold and the Grammy's for the very first time were presided over by soliders in red uniform. The net income for the Salvation Army was over 16 million Swedish crowns, and suddenly the Army was everywhere, not least of which in the minds of the Swedish public.
After books and singles came paintings, paper bags and Christmas hams. Stockholm's Auction House helped us arrange an art sale, Hemköp sold the city's most expensive paper bags and Melkers launched "The Good Ham." And that's where things stand.
The Salvation Army's leadership with Janne Kempe at the helm has both with courage and competence helped us create great communications. We hope that there's a new view of all the brave soldiers standing with collection boxes and instruments on the streets of the city. One thing is for sure: The journey from traditional collection activities to something that is more like a modern publishing house has resulted in considerable millions of crowns coming to the aid of many hungry, homeless and lonely souls. But more is needed. So be sure to deposit a little sum to Post Giro account 90 04 80-5. Thanks in advance.