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
Creative Director Claire Meridew
Art Director Dylan Moggey, Rick Mayzis
Copywriter Chris Tropak, Neal Khosla
Released November 2010

Credits & Description

Category: Best Use of Integrated Media
Date of First Appearance: Nov 22 2010
Entrant Company: GREY CANADA, Toronto, CANADA
Entry URL:
Executive Creative Director: Carl Jones (Grey Canada)
Creative Director: Claire Meridew (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)
Copywriter: Neal Khosla (Grey Canada)
Agency Producer: David Smith (Grey Canada)
Media placement: Bus Shelter OOH Campaign - Bus Shelters - November 22, 2010
Media placement: TV Spot - TSN - November 22, 2010
Media placement: Radio Campaign - CHFI 98.1 - November 22, 2010
Media placement: Fill The Kettle - Online - February 1st, 2011

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
Our solution was to show people what it would be like to live with life’s basic necessities out of reach. Radio spots had someone reading aloud a wanted ad they were writing looking for a room to rent. The person described looking for features most of us take for granted (i.e. toilet and heating) then revealing the person as homeless. Transit shelter ads showed kids reaching outside their poster trying to grab essential items in adjacent posters and homeless people reaching for real objects (i.e. bread or blankets) outside their own poster. Finally we secretly filmed real shoppers at a grocery store straining to reach for soup that was purposefully placed just out of their reach and filmed their frustration. We resolved the campaign by reaching out to a younger demographic with a digital kettle (mimicking the iconic kettles used by the Salvation Army), giving people another way to donate.

Results and Effectiveness
The Salvation Army in Canada reported that charitable donations during the Christmas 2010 donation drive compared to the previous year increased by $3 million dollars, a 15% increase. This was especially significant seeing as the recent economic downturn led many to believe that consumers would spend less during the 2010 holiday season and further indicates that our campaign message successfully had an impact upon consumer attitudes and awareness.