Salvation Army Promo, Case study OUT OF REACH by Grey Toronto

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Canada
Agency Grey Toronto
Executive Creative Director Carl Jones
Art Director Dylan Moggey, Rick Mayzis
Copywriter Chris Tropak
Released November 2010

Credits & Description

Category: Best Use of Outdoor
Date of First Appearance: Nov 22 2010
Entrant Company: GREY CANADA, Toronto, CANADA
Executive Creative Director: Carl Jones (Grey Canada)
Copywriter: Chris Tropak (Grey Canada)
Art Director: Rick Mayzis (Grey Canada)
Art Director: Dylan Moggey (Grey Canada)
Agency Producer: Vikki Kuzmich (Grey Canada)
Media placement: Bus Shelter OOH Campaign - 3 Posters - Bus Shelters - November 22, 2010

Insights, Strategy & the Idea
Salvation Army Canada needed to bring to light their mission of facilitating dignity for all those in need. To do so, we needed to illustrate to Canadians the concept of dignity by demonstrating the frustration that those living without it face.

Canadians are amongst the most generous nations in the world, but most Canadians limit themselves to donating to one or two charitable organizations. To be chosen as one of those recipient groups, it’s very important to stand for something that Canadians can understand and relate to.

For those living without dignity in Canada it can be very frustrating to be surrounded by the simple life necessities that others have access to.

By brining to life this out of reach insight we demonstrate in a new and relatable manner the condition of homelessness in Canada and we ask Canadians to question what that state must feel like. By doing so we motivate their support in the Dignity Project and the Salvation Army.

Creative Execution
In advance of the Salvation Army’s annual Christmas donation drive, we needed to create awareness of the plight of those less fortunate and encourage people to donate. We created an out of home campaign which highlighted the fact that for many people the basic necessities needed for human dignity are out of reach.
Opposing bus shelter ads as well as single bus shelter ads were created to demonstrate how many of life’s basic necessities are out of reach.

The ads directed consumers to the Salvation Army website ( as well to 1-800-SAL-ARMY where they could donate.

Results and Effectiveness
The campaign helped generate $21 Million over the 2010 Christmas season which surpassed the 2009 record total of $18 Million.