Toronto, ON November 20, 2012 — Today, The Salvation Army announced the national launch of the 2012 Christmas Campaign, an effort designed to raise money and awareness for the millions of Canadians currently living in poverty. This Christmas, The Salvation Army is emphasizing that “no dream is too small when you’re in need” with the introduction of a new, innovative advertising campaign.
The campaign includes a 30-second animated television spot, produced by Grey Canada. It features a young girl in need dreaming of life’s necessities – a warm meal, clean clothes and a place to lay her head at night – something that many Canadians take for granted. Other elements of the campaign include radio and out of home advertising, the continued use of new technology and the traditional Christmas kettles on street corners and in stores across Canada.
“We want to encourage all Canadians to dream of a world where everyone has access to life’s basic needs,” said Commissioner Brian Peddle, Territorial Commander for The Salvation Army in Canada and Bermuda. “We hope this campaign will demonstrate to the donating public that no amount is too small and that every gift makes a big difference in the life of a person in need.”
For 130 years, The Salvation Army in Canada has provided hope and dignity for those seeking assistance and will continue to do so this Christmas season, through a series of new initiatives, including:
• A new, innovative advertising campaign
• FilltheKettle.com: The Salvation Army will continue to offer an innovative way to give online through FilltheKettle.com. Using Google Maps technology, visitors to the site can search for one of the more than 2,000 kettle located across Canada, and make a secure online donation to that specific kettle with the knowledge that all money raised in that community will stay in that community. Also included this year on FilltheKettle.com are the options for donors to host their own virtual kettle, or to host their own fundraising event, with donations to both going to support the ongoing work of The Salvation Army.
• Mobile Giving: In a few weeks, The Salvation Army will announce an exciting new partnership that will make donating to kettles this Christmas easier than ever!
“Last year our Christmas kettles raised more than $21 million dollars, and we hope to meet, or even exceed that number this year,” said Commissioner Peddle. “As the need for our services continues to increase, we know that we can count on the continued generosity of Canadians to meet the growing demand.”
The Salvation Army will also participate in a variety of events to raise money and awareness for the 2012 Christmas Campaign.
• On Sunday, November 18th, The Salvation Army took part in the nationally televised 2012 Santa Claus Parade in Toronto, ON.
• The Salvation Army will also team up with Running Room Ltd. on Saturday, December 1st, to host the 22nd annual Santa Shuffle. The 5 km Fun Run and 1 km Elf Walk will be held in approximately 39 cities across Canada.
The 2012 Christmas Campaign helps The Salvation Army provide direct, compassionate, hands-on service to more than 1.8 million people in Canada each year, restoring hope and dignity to the most vulnerable in society. The Salvation Army’s annual Christmas Campaign has grown into one of Canada’s most significant and recognizable annual charitable events. The Salvation Army relies on the support of numerous corporate partners, including and many individual retailers, who allow Christmas kettles to be placed at their stores each year.
The Salvation Army’s Christmas kettles can be seen in nearly 2,000 locations across Canada and remain a very effective way to donate and support the ongoing work of the organization. Beyond donating to The Salvation Army’s physical Christmas Kettles, donations to the 2012 Christmas Campaign can be made at The Salvation Army’s general donation page, by calling 1-800-SAL-ARMY (725-2769) or via mail to The Salvation Army, 2 Overlea Blvd, Toronto, ON M4H 1P4.
Donors can also support the 2012 Christmas Campaign by texting HOPE to 45678 from most mobile carriers in Canada. A $5 donation will be added to your monthly mobile bill.
About The Salvation Army:
The Salvation Army is an international Christian organization that began its work in Canada in 1882 and has grown to become the largest non-governmental direct provider of social services in the country. The Salvation Army gives hope and support to vulnerable people today and everyday in 400 communities across Canada and more than 120 countries around the world. The Salvation Army offers practical assistance for children and families, often tending to the basic necessities of life, providing shelter for homeless people and rehabilitation for people who have lost control of their lives to an addiction. When you give to The Salvation Army, you are investing in the future of marginalized and overlooked people in your community.
News releases, articles and updated information can be found at www.SalvationArmy.ca
For further information please contact:
National Director of Marketing and Communications
The Salvation Army