Case Study: The Salvation Army inspires more volunteers with VMLY&R

The Salvation Army gains 10,000 new candidates with VMLY&R

The Salvation Army, a non-profit organization, faced the challenge of having insufficient volunteers to help the 10 million underprivileged people in France. They urgently needed to recruit more helpers to support their mission. The vendor VMLY&R developed a campaign to address this need.

VMLY&R created a dramatic short film titled "I'm Hiring," where people in dire situations broke the fourth wall to directly recruit volunteers. This emotionally powerful solution led to significant results, including 7 million media impressions, a 285% increase in website visits, and over 10,000 new candidate applications.

The Salvation Army