The Salvation Army has released its 2010 digital annual report (http://annualreport.salvationarmyusa.org), expanding the pioneering format and features of the first digital version, which was released in 2009. Created and produced by Dallas-based independent agency The Richards Group, the 2010 annual report showcases The Salvation Armyâ€™s work and impact in an innovative platform, including filmed documentary portraits of the people it serves directed by Jeff Bednarz.
The collection of compelling Salvation Army triumphs includes Dallas Cowboys running back Felix Jonesâ€™s participation with the North Mabee Boys & Girls Club in Tulsa, Okla. The report serves as an instrument to underscore how The Salvation Army is â€œDoing the Most Good.â€?
â€œThe 2010 report vividly illustrates the breadth and depth of what The Salvation Army is doing to make the world a better place,â€? said Danny Bryan, copywriter at The Richards Group. â€œThe engaging format enables current and potential donors to experience the life-changing transformation of The Salvation Army and hear directly from those it serves.â€?
â€œMany of the stories in this yearâ€™s report spotlight our work with youth across the country â€“ the next generation of Americans,â€? said Major George Hood, national community relations secretary for The Salvation Army. â€œWe wanted to share the heartfelt accounts of those who benefit from The Salvation Army.â€?
Video content filmed for the annual report was also used to develop six new television spots for The Salvation Army that will begin airing in November 2010.
â€œThe Salvation Army is an amazing organization because they identify the specific needs in each community and respond with related, relevant programs,â€? said video director Jeff Bednarz. â€œOur goal was to shine a light on the diversity of their programs through the people they help.â€?
Jeff Bednarz of Directorz directed all video content and still photography. Danny Bryan and Todd McArtor, both of The Richards Group, were co-creative directors for the report; Bryan also served as the writer. Michael Harman was the art director, and Bridget Fontenot was the broadcast producer. The project manager was Jim Elmer, with Diane Fannon serving as principal on the project and Jon Lee as brand management. The project was edited by N2O Editorial.
The Richards Group has partnered with The Salvation Army since 2005.
The Richards Group
The Richards Group, located in Dallas, is the largest independent branding agency in the nation. Agency clients include the standard-setting brands of Advance Auto Parts, Amstel Light, Bridgestone, Chick-fil-A, Firestone, Fruit of the Loom, The Home Depot, Motel 6, Orkin, PatrÃ³n, Red Lobster and Zales. Total billings for the agency were $1.25 billion in 2008. The Richards Group can be found at richards.com.
Directorz is a full-service production company that features the talents of accomplished dialogue and real people director Jeff Bednarz, internationally known photographer and director Stewart Cohen, tabletop and food genius Tom Ryan, and narrative & comedy director David Wild. The showcased directors have worked with national and international clients including Busch Beer, Michelob, American Airlines, Bank of America, Chrysler, Ford, Subaru, Molson, Doritos, Heineken and Samsung. The company and its directors have collaborated with agencies throughout the US including BBDO, Crispin Porter Bogusky, McCann-Erickson, Publicis, DDB, Goodby Silverstein, TM Advertising and GSD&M on integrated and brand-enhancing campaigns for TV, theatrical and online audiences. www.directorz.net