Salvation Army
Dignity Project

“With your donation a sense of dignity is within reach.”

For many people even the most basic of necessities are often out of reach. In advance of their annual Christmas donation drive, The Salvation Army launched a multimedia campaign designed to increase donations during the Christmas season. The campaign asked the public to put themselves in the place of the 3 million Canadians without access to everyday resources by illustrating that, for many, life’s basic necessities are out of reach. Transit shelters around Toronto were vinyled with compelling imagery of people in need, hopelessly reaching for objects of basic need. The campaign was instrumental in driving a 17% increase in donations over the previous year.