Help reintroduce a more religious element to the way the Salvation Army described itself, which they felt had been lost in the preceding years.
What we did
Interview senior figures in the Army and listen very, very carefully, helping them keep it modern and relevant by focusing on Jesus’ humanity. The text was hardly amended after being submitted. This is the power of words when coupled with a combination of empathy and the right questions.
What happened next
This piece of writing had a strategic problem to solve, and you can read about that here. I think it is persuasive through its calm, gentle simplicity… one of the pieces I’m most proud of… a conduit between one set of people and its audience. But these were all cues taken from the generals in question, not created by me.