The Salvation Army's Adult Rehabilitation Centers (ARC) launch Second Chances campaign

The Salvation Army run the nation’s oldest, and most successful network of residential, no-fee, six-month adult rehabilitation programs for those suffering from substance abuse – the Adult Rehabilitation Centers (ARC). In operation for more than 100 years, ARC provides more than 150,000 men and women a second chance at life every year. The program is no cost to the participant.

The Miller Group was hired to raise funds and awareness of ARC in 2020. It is the first time in over 10 years that ARC has done any formal advertising. The Miller Group created a campaign designed to destigmatize substance abuse and bring greater awareness to ARC’s recovery efforts.
The campaign, called “Second Chances” kicked off with two TV spots – a :30 and :45 airing in Northern and Southern California via CTV. The :45 spot recently won two Bronze ADDY awards and generated thousands of dollars in donations for ARC. And the campaign, to date, has generated close to $100,000 in paid media.

“Second Chances” includes a series of hosted events bringing together celebrities in recovery, ARC graduates and their families, local government officials, The Salvation Army officers, and law enforcement.

Launched in the Western territories, these events are free and open to the public, reminding us that we’ve all made regrettable decisions at some point in our lives, decisions we wish we could have made differently, if given a second chance.

A key component of the campaign is the “Red Wall” signature board, where people get a chance to share what they might have done differently if given a second chance. The boards are featured prominently at each event. A virtual board is also available online at TheChanceto.org for anyone interested in participating.

Actor and comedian Jay Mohr; recovery advocate Tim Ryan (known as A&E’s “Dope Man”) and Jennifer Gimenez-Ryan (super model and actress) shared their stories of recovery at the Santa Monica Event on May 17. An online fundraising event, with one-of-a-kind designer clothing and special curated items, took place May 17-22 at Shopthesalvationarmy.com, raising thousands of dollars.

Other events have taken place in Anaheim, San Diego and Long Beach attracting more than 500 people. A series of events are slated for the fall in Pasadena, Oakland, Stockton, Riverside, Phoenix and Las Vegas.