In 2010, the Salvation Army launched Sr. Amor, a Fashion brand to generate solidarity awareness in the youth. In 2011, we demonstrated clothes were not the only donations that could be recycled and that someone could give a new use to all kinds of donations. We called 6 movie directors and 6 fashion designers, who created short films starting from a dress, an object, and a book found at the stores of the Salvation Army. The short films were premièred at a special event that included the fashion parade of the 2011 collection of Sr. Amor.

The short films were premièred at a special event that gathered over 2,500 spectators. The event was covered by specialised press and by the most prestigious journals nationwide.As a result, the Salvation Army doubled the number of units collecting the donations, tripled the calls received to make donations; 30% traffic increase at the SA stores. And the most important data: 70% of their audience is younger.