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”. Christmas shoppers walk past a clothing store, oblivious to the invisible mother and child sheltering in the doorway.
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.” Click on the image below to play the video in YouTube
“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.
Still photography was by Hsnain Dattu.
See The Canadian Salvation Army’s November 17 press release on their Christmas campaign, including details of the online Christmas Kettle program.