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DOING THE MOST GOOD

July 19, 2005
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NOT JUST ANOTHER SLOGAN

by Jeff Curnow – 

” This isn’t just another one-year ad campaign—it is a fundamental change in the way the Army presents its work.”
—Major Victor Doughty

“We are one Army, in one nation. We must present one message to the public,” said Major George Hood, national community relations and development secretary. “If we don’t present The Salvation Army in a unified way, the media, interest groups and other third parties will present their view of the Army for us.”

Representatives of USA West DHQs and ARC Command came together at the College for Officer Training on June 30. There they enjoyed a two-day preview of the promise the Army will present nationwide.

“Doing the most good. We believe this phrase captures the essence of The Salvation Army’s work. It’s not a boastful slogan or a new motto…it’s a promise,” said Stan Richards, presenting the campaign via video. “Everyone involved with the Army in the U.S. can make and demonstrate this promise to the public.”

Richards, a member of the Army’s advisory boards in the Dallas, Texas area for more than 25 years, is president of the largest privately owned advertising agency in the U.S. Following a successful two-year test run in Texas, “Doing the most good” will debut nationally this month, building momentum through the Christmas season.

Major Victor Doughty, Western community relations and development secretary, stated, “The Army is promising the public that it will do the most good with every resource. This isn’t just another one-year ad campaign—it is a fundamental change in the way the Army presents its work. In the future, we hope that ‘Doing the most good’ will be the first words that come to mind when The Salvation Army is mentioned.”

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