SITUATION: While most people have heard of The Salvation Army, very few know about their Adult Rehabilitation Centers — the most successful no-fee drug and alcohol rehab program in the U.S. Like all charities, they're powered by donations to help those less fortunate walk away from drug and alcohol addiction.

BRIEF: Addiction is a disease that affect anyone. And for those who've fallen victim to it, the end goal isn't just sobriety, but to earn something simple: a second chance. With family. With friends. In the workplace. And who among us hasn't wanted some sort of do-over in our own lives?

So let's remind everyone that The Salvation Army gives people a second chance.

OBJECTIVES: Plain and simple, destigmatize addiction and trigger donations to The Salvation Army Adult Rehabilitation Centers during the holidays.

A written series of thoughts, regrets and wishes we all have had or might still have about our lives appear one by one onscreen.

The film pivots on the thought of "Give the gift we all wish for: A second chance" before we see The Salvation Army logo and URL.

This film kicked off The Salvation Army's year-long movement called Second Chances, a very local effort created with a small budget and media buy.

To date, the spot has gained over $25,000 in earned local media throughout central and southern California and generated much more in donations (this is ongoing).

More importantly, 100 new participants are now a part of the Adult Recovery Centers.

ORIGINAL

Given that, the spot led to a year-long movement called Second Chances that kicked off at the end of January in San Diego. More than 100 participants, over $25,000 in earned local media. And the launch of the Red Boards throughout the Western Territory. Objective: destigmatizing addiction, filling more ARC beds, generating greater donations for ARC and increasing visibility for ARC.