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

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?”

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

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