Adrian J Cotterill, Editor-in-Chief
From now until January 3, 2021 the Salvation Army is transforming the CTA Red Line into the Rescue Christmas Express. The exterior and interior of two train cars are wrapped to match the colors of the iconic Red Kettles. The cars will feature messaging on the need in Chicago and the importance of this year’s Red Kettle Campaign. Riders will be able to donate directly to the campaign with Apple or Google Pay by tapping their smartphone to a QR code inside the train.
Michael Riley, General Manager of the Midwest Region for Intersection said “The Salvation Army’s campaign on the CTA reflects the huge impact they have on Chicago, especially during the holiday season. We’re proud to help them bring their Red Kettle campaign across the Red Line and spread holiday cheer and goodwill across the city when people need it most.”
The launch of the Rescue Christmas Express comes after The Salvation Army announced a change to the iconic Red Kettle fundraising campaign for the first time in the organization’s 135-year history. The Salvation Army launched the Rescue Christmas campaign nearly two months earlier than in a typical year in order to meet an unprecedented need.
Some Salvation Army Metropolitan Division corps community centers have seen as much as a fivefold increase in need this year due to the ongoing pandemic. At the same time, due to the closing of retail stores and consumers carrying less cash and coins, The Salvation Army could see up to a 50 percent decrease in funds raised nationally through the Red Kettles.
Capt. Xavier Montenegro, Divisional Program Secretary for The Salvation Army Metropolitan Division told us “The goal of the Rescue Christmas Express is to raise critical funds to continue serving our neighbors with food, shelter, and emergency assistance during the continued pandemic and well beyond. It is equally important for us to reach individuals who may need help to let them know how and where to find us.”
Some digital boards along the Red Line will provide information on the closest Salvation Army corps community centers, including addresses and services available. The Salvation Army partnered with Intersection on the design for all interior and exterior train wraps, digital boards, and static displays.
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