The Salvation Army wanted to generate qualified leads for their Charitable Gift Annuity Program, while also increasing awareness and favorable attitudes toward The Salvation Army. BKV recommended testing 60-second DRTV spots and suggested Dixie Carter as a spokesperson due to Ms. Carter's support of The Salvation Army. Creative centered on Dixie Carter and her personal experience with The Salvation Army. She considered the Salvation Army her favorite charity because of the aid they gave her father during World War II. Scripting and staging was done to take advantage of Ms. Carter's personality and Southern background. Interested donors were directed to an 800 number and a Web site for further information.