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Salvation Army readies new campaign

The Salvation Army will begin a new fundraising campaign on Nov. 27. The ad campaign will include television, radio, magazine, billboard, transit shelter and Web advertising, developed by ACLC or Toronto. The TV commercial depicts a city street in winter with holiday shoppers walking past a store window. Two translucent figures, a homeless woman and child, stand by the store wall unnoticed. A voiceover says, “We see what most don’t. This Christmas, we ask you to open your eyes and your heart, and give.” The other ads also use the visual theme of translucent people. The campaign also introduces a new tagline for the organization: “Giving Hope Today.” “The campaign is based on a very simple insight,” said ACLC account director Jackie Galvin. “We tend to walk right past the homeless as if they weren’t really there. Because there are so many people on the street, other Canadians are likely to look the other way.”

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