When life is good, you dream big – winning the lottery or driving a fancy car. But when you are homeless, your dreams are much smaller – eating a hot meal or having something warm to wear. The Salvation Army, as the biggest non-governmental provider of social services in Canada, makes the small dreams of those in need come true.

Instead of buying traditional media in colleges, real vending machines stocked with garbage and food waste were placed in public areas to reinforce the reality that homeless people don’t have a choice on what they eat to survive. The coin slot was used to make a donation to the Salvation Army.

We were able to increase brand awareness significantly. During Hunger Awareness Week the Picture Less Hunger program earned over 5.8 million media impressions. And, by creating a new, secondary fundraising window, played an instrumental role in increasing year-over-year donations to The Salvation Army by 5%.