The Salvation Army

The Salvation Army

December 12, 2012 10:30 ET

The Salvation Army's Synthetic Waste-Filled Vending Machine at the Centre for Creative Communications at Centennial College Urges Passersby to Consider Those Less Fortunate

"Simple Dreams" campaign includes print, TV, radio and an ambient stunt to encourage Canadians to help fulfill the simple dreams of those in need

TORONTO, ONTARIO--(Marketwire - Dec. 12, 2012) -

Editors Note: There are two images and a video associated with this press release.

In an effort to raise awareness for the millions of Canadians currently living in poverty, GREY Canada launched an advertising campaign, "Simple Dreams," for The Salvation Army. This 360-campaign includes TV, print, radio and a powerful stunt promoting youth awareness of the realities of those less fortunate at the Centre for Creative Communications campus at Centennial College.

Vending Machine on College Campus Brings Real Life Context to Hunger Among Youth

The Salvation Army has partnered with the Centre for Creative Communications at Centennial College to place a one-of-a-kind vending machine on campus stocked with synthetic food waste.

"While most vending machines are filled with tempting treats like chips, candy and chocolate bars, this machine houses synthetic waste, including moldy foods, rotting fruit and half-eaten snacks, to disrupt everyday notions of choice and availability," said Stephanie Nerlich, President, GREY Canada. "The vending machine reminds passersby that although no one chooses to eat garbage, it's an everyday reality for many Canadians."

Synthetic food waste is not dispensed from the machine, but staff and students have the option to donate money to The Salvation Army using the vending machine's coin slot. The ultimate goal is to raise awareness that many Canadians go hungry and are reduced to eating waste. A donation to the Salvation Army helps provide healthy meals to those who need it most.

"The Salvation Army's vending machine really asks students to consider how it feels when the freedom to choose what they eat is removed," said Nate Horowitz, Dean, Centre for Creative Communications at Centennial College. "It's an important message to relay, especially during the holiday season."

TV and Radio Campaign Tell a Story of Simple Dreams

The campaign also extends into TV and radio, where mass audiences are introduced to the notion of "Simple Dreams." The campaign features a 30-second animated TV spot with a young girl in need dreaming of life's necessities - a warm meal, clean clothes and a place to lay her head at night - essentials that many Canadians take for granted. Animation creates a dream-like state, and draws viewers into her simple hopes in a surreal world.

GREY worked with well-known British director Ben Hibon, whose experience includes animation sequences in Harry Potter: The Death of Hallows and Mirror, Mirror.

"When you're down on your luck, you don't dream about a bigger house or a faster car - you dream about the simple things," said Nerlich. "Having something to eat or something to wear become the more important concerns, and that's what inspired this idea of simple dreams."

The TV campaign is supported by three 30-second radio spots in English and French.

Print Campaign Shows Direct Impact of Donations

Print ads running in transit shelters nationwide show how donations to The Salvation Army can directly turn around person's life. The ads feature the signature red kettle, filled with donations, literally removing half of a word - the less in homeless, the under in underfed, the un in unemployed - to show that every donation makes a difference.

"We want to encourage all Canadians to dream of a world where everyone has access to life's basic needs," said Graham Moore, Territorial Secretary for Public Relations and Development. "We hope this campaign will demonstrate to the donating public that no amount is too small and that every gift makes a big difference in the life of a person in need."

About The Salvation Army:

The Salvation Army is an international Christian organization that began its work in Canada in 1882 and has grown to become the largest non-governmental direct provider of social services in the country. The Salvation Army gives hope and support to vulnerable people today and everyday in 400 communities across Canada and more than 120 countries around the world. The Salvation Army offers practical assistance for children and families, often tending to the basic necessities of life, providing shelter for homeless people and rehabilitation for people who have lost control of their lives to an addiction. When you give to The Salvation Army, you are investing in the future of marginalized and overlooked people in your community.

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