The Salvation Army wants to let Canadians know that no one should have to live on the streets. To get the message across, The Salvation Army has launched a provocative outdoor campaign that encourages consumers to make donations that will be used to help the homeless. The campaign draws attention to the plight of the homeless by placing typical neighborhood home address signs in a variety of public places where people normally eat, talk, read, relax, wait for the bus, or just hang out. The home address signs draw attention to the fact that these same places are also locations where homeless people sleep. A headline beneath the street number reads: “No one should have to call this home.” And below this headline people are encouraged to “Give hope to the homeless” by texting a donation to The Salvation Army.
“The Salvation Army exists to promote the dignity of all people. We are here to reach out to others and support them with the care and help they need,” said John McAlister, National Director of Marketing and Communications.
“The problem with homelessness is that it’s often easy to ignore. We wanted to jolt the public by putting messages in places – and in a manner – that would surprise them,” said Cossette Co-Chief Creative Officer Matt Litzinger. “Then we continue to turn that communications experience on its head by telling our audience that these same locations are also places that street people call home.”
The Street Numbers campaign was developed at Cossette, Toronto, by chief creative officers Matthew Litzinger and David Daga, creative director Chad Borlase, art director Kevin Filliter, copywriter Aaron Chown and account supervisor Kaitlin Doherty.