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Salvation Army breaks new campaign

The Salvation Army has begun a new advertising campaign intended to increase donations during the holiday season. The campaign, developed by Grey Canada of Toronto, includes bus shelter ads as well as a 30-second television commercial. The creative encourages viewers to put themselves in the place of the three million Canadians without access to the basic necessities of life. The commercial depicts a supermarket aisle which is empty except for a few cans of soup on the top shelf. "In essence what we did was demonstrate to the public how difficult it can be to obtain life's basic necessities such as food, shelter and clothing," said Carl Jones, executive creative director at Grey. "Most importantly, by providing those who are less fortunate with those necessities we're giving them their sense of dignity back."

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