In advance of their annual Christmas donation drive, The Salvation Army has launched a multi-media campaign designed to increase donations during the Holiday season. The campaign puts consumers in the place of homeless people by demonstrating that ‘With your donation a sense of dignity can be within reach.'

In advance of the Salvation Army’s annual Christmas donation drive, we needed to create awareness of the plight of those less fortunate and encourage people to donate. We created an out of home campaign which highlighted the fact that for many people the basic necessities needed for human dignity are out of reach.Opposing bus shelter ads as well as single bus shelter ads were created to demonstrate how many of life’s basic necessities are out of reach.The ads directed consumers to the Salvation Army website (SalvationArmy.ca/dignity) as well to 1-800-SAL-ARMY where they could donate.

The Salvation Army in Canada reported that charitable donations during the Christmas 2010 donation drive compared to the previous year increased by $3 million dollars, a 15% increase. This was especially significant seeing as the recent economic downturn led many to believe that consumers would spend less during the 2010 holiday season and further indicates that our campaign message successfully had an impact upon consumer attitudes and awareness.