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Salvation Army conducts awareness campaign

Grey Canada of Toronto conducted a social media and street campaign in December to encourage donations to the Salvation Army. Creative included decals on revolving doors, ads in online classified advertising services and a quiz on Facebook. The campaign was intended to reach people in consumer environments to remind them of people in need over the holiday season. "The Salvation Army's donors no longer absorb media in a traditional way, so we looked for less conventional points of contact," said Jonathan Careless, creative director at Grey. "We wanted to engage our audience in spaces they work and live. Grey developed high impact messages with little budget to widen our audience and motivate them to donate beyond the last minute seasonal generosity."

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