The Salvation Army in Canada has a Christmas campaign designed to raise the public’s awareness of the invisible people on the margins, people who need a helping hand. The tagline: “We see what most don’t”.
The TV ad features the super: “Last year in Canada we served 2.5 million meals to the hungry. Last year in Canada we helped 10,000 people with addictions. Last year in Canada we provided one third of all shelter beds”. The final voiceover: “This Christmas we ask you to open your eyes and your heart and give.”
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“We see the heartbreaking effects of poverty, homelessness, abuse and addiction every day. And most importantly, we see the people who desperately need support and compassion. For us it’s impossible to turn a blind eye to suffering. Last year in Canada, The Salvation Army served 2.5 million meals to the hungry, helped 10,000 people with addictions and provided one third of all shelter beds each night. This Christmas we ask you to open your eyes and your heart. And give.”
The “Invisible People” campaign was developed at ACLC, Toronto, by creative director Tony Miller, copywriter Steve Conover and art director Howard Beauchamp, and retoucher Steve Cribben.
Jeff Brooks at Donor Power suggests that The Salvation Army needed to focus less on their own track record and more on the capacity of members of the public to make a difference.