SALVATION ARMY BREAKS SPRING FUNDRAISING CAMPAIGN
By Adnews Staff
The Salvation Army has released a new advertising campaign, created by ACLC Advertising of Toronto, for its spring fundraising drive. The national English-language campaign consists of television, radio, print and transit shelter advertising which will run through May. The creative depicts the Salvation Army van that is used to distribute food to the homeless. The television and radio ads present the van as a vehicle that is for sale. A voiceover says that the vehicle "has plenty of room for the street kids, the largest soup kettle in its class, and is able to deliver 48 meals to the gallon." One print ad, using the headline, "We make house calls," shows the van offering help to homeless people living under a bridge. In another ad, the van delivers free breakfasts to children at school. The headline reads, "Not just the homeless get hungry." According to the agency, the campaign is intended to "break through the barrage of charity solicitations." It is aimed at "upscale" donors aged 40 to 49.