Created and produced by Dallas-based independent agency The Richards Group, this annual report showcases The Salvation Army’s work in an innovative interactive format. Using several dynamic platforms, the digital format replaces written content with video footage, displays financial data using interactive pie charts and tells success stories through video interviews. The content is easily navigable so that users can visit specific sections and view content according to their interests. Not only does each interaction with the Flash-format report allow donors and potential donors to actively engage with the brand but the digital format also enables the efficient and cost-effective distribution of the report to an even broader audience. The Richards Group has partnered with The Salvation Army since 2005 and has promoted multi-platform campaigns including the Online Red Kettle challenge, which contributed to record-breaking donations in 2008.