GREY Canada

GREY Canada
The Salvation Army Canada

The Salvation Army Canada

January 22, 2010 07:00 ET

The Salvation Army Gives Hope in Haiti with the Support of GREY Canada

Asking for donations via text campaign, 1-800-SAL-ARMY and

TORONTO, ONTARIO--(Marketwire - Jan. 22, 2010) - The Salvation Army Canada is appealing for donations in the wake of a 7.0 magnitude earthquake that struck Port-au-Prince, Haiti on January 12. In an effort to inform Canadians about the urgency of the situation and the venues available for donating, GREY Canada and its partners developed a multifaceted pro-bono campaign within 24 hours.

As Canada's largest non-governmental direct provider of social services, countries like Haiti depend on The Salvation Army. The local Salvation Army in Haiti has been active for more than 60 years and is committed to aiding its most vulnerable people. It began providing instant support - including clean water, food, shelter and first aid - after the earthquake hit. To support these efforts, the Salvation Army Canada began soliciting donations with the advertisements created by GREY.

"In times of massive global crisis, it is imperative we engage communication vehicles that will resonate with audiences in a quick and meaningful way," says Andrew Burditt, Territorial Public Relationships Director, Salvation Army Canada. "GREY's responsiveness in the wake of this disaster and its ability to relay the importance of donating now will definitely translate to faster relief for survivors and greater peace of mind for their loved ones."

A national radio PSA describes what earthquake survivors experienced after the disaster. "Those who aren't killed are left waiting," it says, referring to survivors' desperation, and "waiting for your donation." It then asks listeners to donate online at or by calling 1-800-SAL-ARMY. To coincide with the radio spot, GREY Canada also developed nationwide targeted newspaper and transit shelter placements that provocatively states 'Who do you turn to when the entire country is homeless."

The print and transit ads feature the option to text the word "HAITI" to 45678 to make a $5 donation from any Rogers Wireless, Telus or Bell Mobility or Virgin Mobile phone. After this, donors are asked to confirm their donation by responding with the word "YES." Without this confirmation, the donation is not complete.

For all the advertisements, media was secured by Mediacom pro-bono. RMW Music generously provided the recording facilities and voice talent for the radio ad.

Zeeshan Hussain, Account Director, GREY Canada, says: "We at GREY Canada truly believe in the impact the Salvation Army has and will continue to have on the survivors' lives, and wanted to support them by relaying the urgency and need for Canadian donations. We are proud to work with the Salvation Army and help those in need."

The Federal Government will match Canadians' donations to charities aiding relief efforts in Haiti up to $50 million. To date, the Salvation Army has raised more than $2 million.

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 119 countries around the world. The Salvation Army offers practical assistance for children and families, often tending to the basic necessities of life, provides shelter for homeless people and rehabilitation for people who have lost control of their lives to an addiction. Website:

About GREY Canada

GREY Canada is a unit of GREY Group. GREY Group ranks among the largest global communications companies. Its parent company is WPP (NASDAQ:WPPGY). GREY Group's total offering includes GREY, advertising; G2, activation marketing; GREY Healthcare Group, healthcare communications and MediaCom, media planning and buying. GREY Canada's public relations partner is GCI Group.

GREY "Famously Effective since 1917" serves a blue-chip client roster of many of the world's best known companies including GlaxoSmithKline, Diageo, Playtex, Eli Lilly, Dairy Queen, Invesco Trimark, Ontario Government, Tourism PEI, TransLink, Procter & Gamble, Canadian Diabetes Association, Greater Toronto Airport Authority, Scotiabank International, Special Olympics Canada, Glentel and Cadillac Fairview. Website:

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