Media Genesis

Media Genesis Rings Online Bell with The Salvation Army This Holiday Season

Media Genesis has collaborated with The Salvation Army in southeast Michigan to develop an online campaign utilizing prominent local ambassadors for The Salvation Army's Online Red Kettle campaign.

Troy, MI, November 14, 2008 --( A spirit of charity isn’t just part of our shared holiday values and customs—this year, it’s a trait that carries special weight. Tough economic times are forecasting 20 -40 percent increases in demand for food aid even while strained budgets are forcing many to cut back on philanthropy.

In Michigan, the need for aid couldn’t be more severe. One in five children in Michigan live below the poverty line, and charities like The Salvation Army are called upon to make up the difference.

In order to make the most difference in people’s lives, The Salvation Army this year is continuing a program called Online Red Kettle (ORK). ORK is an online donation program where users act as both donors and virtual bell ringers to raise funds among friends, co-workers, and family.

To promote the program, The Salvation Army approached Media Genesis to create virtual ORK ambassador videos. The video spots feature direct appeals from Salvation Army officers and prominent boosters, including Red Wings Darren McCarty and Coach Mike Babcock.

“The use of video by the ambassadors reflects a change in the philanthropic landscape,” said Antoine Dubeauclard, President of Media Genesis. “In the past, direct appeals could only be made interpersonally, which limited the spread of the good word. Now, a familiar face can appear via a social networking site or a video link in an e-mail signature which really helps broaden the reach of these appeals.”

The Salvation Army, in order to maximize the impact of the ambassador videos, has created Facebook and YouTube accounts to extend the social networking appeal. The moves represent a change in approach to charity—acknowledging the power of Web 2.0 applications which emphasize user-generated content and easy flow of content.

The move to Web 2.0 will help make the videos have a more direct and meaningful impact, as each video links directly to the Online Red Kettle website, The goal is to spur even more donations and Online Red Kettles.

“Media Genesis is proud to be working with The Salvation Army,” Dubeauclard said. “We fully support this program—that’s why we’ve created our own Online Red Kettle to help ring the bell.”

Media Genesis provides video, multimedia, web-based, and e-learning services for a range of organizations, from automotive companies to local charities. To find out more, please visit

Founded by William Booth in London, England in 1865, The Salvation Army is a faith-based, non-profit organization dedicated to serving people in need without discrimination. To find out more about The Salvation Army in southeastern Michigan, please visit and to find out more about Online Red Kettles, please visit You can find the Media Genesis Kettle by searching for “Media Genesis” at the Online Red Kettle homepage.

Blue Legion
James Glasgow