Salvation Army in Canada Launch Powerful “Poverty Isn’t Always Easy To See” Campaign

Salvation Army in Canada Launch Powerful “Poverty Isn’t Always Easy To See” Campaign
SHARE
THIS



The Salvation Army in Canada has launched a new campaign with its advertising agency Grey Canada to help raise awareness of the 1 in 10 Canadians living in poverty.

The campaign “Poverty Isn’t Always Easy to See”, staged an ‘Open House’ to show how poverty often remains hidden behind a seemingly fine exterior. From the outside, the house looks great. But inside is a different story. Unknowingly, the public walked into a immersive experience of a family living in poverty.

The house provided an interactive experience with visual displays highlighting the struggles of over 300,000 Canadians living in poverty.

“Thanks to our generous donors, The Salvation Army assisted over 1.8 million Canadians with food, shelter and other practical assistance last year,” said John McAlister, national director of marketing and communications at the Salvation Army Canada.

“We’re passionately committed to eradicating poverty and caring for people who are struggling. This initiative will help educate the public about what it means to live in poverty – and what they can do to help.”

“We’re extremely proud of our relationship with The Salvation Army and our entire agency is passionate about the cause,” said Darlene Remlinger, president of GREY Toronto. “We wanted to help people think about poverty differently. Poverty may be closer to us than we might believe.  In a country this advanced and this wealthy, how can we not be doing more to help the less fortunate among us?”

CREDITS
Campaign Title: Poverty Isn’t Always Easy to See

Client: Salvation Army

Agency: Grey Canada

Chief Creative Officer: Patrick Scissons

Creative Director: Joel Arbez

Creative Director: James Ansley

Art Director: Ryan McNeill

Writer: Sue Kohm

Account Executive: Kit Kostandoff

Producer: Erica Metcalfe

Print Producer: Elizabeth Macaulay

Mac Artist: Steven Lobel

Director of Technology and UX: Marc Cattapan

Developer: Darren Neville

Digital Producer: Jaan Yew Woon

Production Company: Skin and Bones Film Company

Director: Fraser White

Executive Producer: Liane Thomas

Line Producer: Jeff Schwartz

Director of Photography: Mark Peachey

Editorial: Saints Editorial

Executive Producer: Michelle Lee

Editor: Robin Haman

Post Production: Alter Ego

Executive Producer: Cheyenne Bloomfield

Colourist: Tricia Hagoriles

Online: Steve McGregor

Music and Sound Design: Grayson Matthews

Executive Producer: Kelly McCluskey

Please login with linkedin to comment

Grey Canada Grey Group

Latest News

Women In Print Starts New Chapter & Finds New Home
  • Media

Women In Print Starts New Chapter & Finds New Home

Women in Print has re-launched itself this week to take on the year, and future ahead. A refreshed brand, website, calendar and team are leading the way with Women in Print also announcing a new partnership with The Real Media Collective. A new look, new management and new focus – Community, Knowledge, Network and Support […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.

ScoMo Rules Out TikTok Ban
  • Technology

ScoMo Rules Out TikTok Ban

ScoMo rules out TikTok ban, as Albo releases his latest unicorn, fairy dance video complete with cascading rainbows.

by B&T Magazine

B&T Magazine
Outdoor Industry Unites For Global #OurSecondChance Campaign
  • Campaigns
  • Media

Outdoor Industry Unites For Global #OurSecondChance Campaign

The global Out of Home (OOH) industry has today launched a campaign #OurSecondChance. The campaign asks simple questions about how we can make the most of the positive opportunities that have arisen out of the pandemic. Broadcast on OOH signs around the globe #OurSecondChance is collaboration between World Out of Home Organisation (WOO) and the […]

batyr & UM Take ‘Run For The Herd’ Virtual
  • Campaigns

batyr & UM Take ‘Run For The Herd’ Virtual

With the COVID-19 crisis affecting all crowd-based activities, youth mental-health charity batyr has devised the first-ever Run for the Herd Virtual Festival partnering with media business UM to bring the virtual event to life.  With the City2Surf event in Sydney, normally a big fund-raising opportunity for batyr, postponed this year, batyr has created a virtual event and with the support of UM are encouraging […]

QMS Sport Rebrands As Media Tech
  • Media

QMS Sport Rebrands As Media Tech

Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]