Low Budget, High Design

This month's issue of HOW featured a guerrilla advertising campaign by the Salvation Army that really impressed me with its intelligence. The Salvation Army had a low budget for advertising. No budget, really. According to HOW, "83 cents from every dollar donated to the Salvation Army goes to the people it serves."

Enter the VIA group, who came up with a brilliant concept they could execute without draining the SA's resources. The campaign messages, "This ad cost nothing" or "We cut our advertising budget in whole" (to name just two) appeared everywhere from a dirty car window to underneath the lid of your pizza box. Such a clever way to increase visibility without draining funds! ••••