The Salvation Army needed to address three issues: to reach young people, with whom it didn’t communicate properly. The donations are highly seasonal, being April and May the weakest period of the year. And the fact of people believing that only furniture is useful, which is not true, since small objects are responsible for most of the profits of the bazaars. We then came up with a way of encouraging donations: declaring April 18 as Ex-Valentine’s Day. Inspired by the date, people could donate clothes, gifts and other objects that remind them of their ex. After all, if the relationship came to an end, it is time to let it go. And you can do it while helping people in need. Or as the tagline claims “Too bad it’s over. But since it’s over, donate.”

The Ex-Valentine´s Day day was a PR success, with presence in major TV channels, magazines, newspapers and national radio stations.

Hundreds of websites that list commemorative days already included the April 18th as Ex-Valentine’s Day. It became an official day in Brazilian calendar. The campaign spread massively on social networks since young people strongly identified themselves with its concept and visual. It generated, since its launch, more than 1.1 million U.S. dollars in earned media, and the Salvation Army received 60% more donations compared to the previous months.

Now people could officially get rid of bad memories and at the same time, help those in need.

First, we sent to São Paulo’s key journalists the picture frame torn in half, in order to generate curiosity around the day. We also produced 5,000 copies of the “Ad Box”, a print ad with the manifesto that served also as collection box and that was enclosed in a newspaper. This manifesto, explaining the new commemorative day, also ran in newspapers. A 45-second film was broadcasted in key channels, cinema and internet. Following the humorous tone, we launched prints with funny reasons that could have caused the end of a relationship. And in the meanwhile, on exnamorados.com, it was possible to burn photos with the ex on Facebook and add this video and online posts on the timeline. On the same website, it was possible to schedule a pick-up service for donations.