With the launch of its 2012 Christmas Campaign, The Salvation Army introduced a new, innovative, advertising campaign.
In an effort to raise money and awareness for the millions of Canadians currently living in poverty the campaign emphasized that “no dream is too small when you’re in need.”
The campaign included a 30-second animated television spot, produced by Grey Canada. It featured 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 included radio and out-of-home advertising.
You can view the TV spot here. How did you feel after you watched it?
Do you believe meaningful advertising is important to fundraising success? Did our advertising prompt you to donate?