This Salvation Army Campaign Highlights the Importance of Giving
Riley von Niessen — November 24, 2016 — Marketing
References: salvationarmy & adweek
In order to show the needs of the many families who are benefited by generous donors, this Salvation Army campaign works to reveal what reality is really like for impoverished people in Canada.
With the Christmas holidays drawing near, this struggle is especially difficult for these families. To illustrate this, the Salvation Army campaign takes shots inside of real homes, which have the limited boarders of a typical Christmas card picture included. In doing so, it drives the point that appearances can often be deceiving and that "one in 10 people here can't make ends meet."
Darlene Remlinger of Grey Toronto explained the Salvation Army campaign by saying, "Poverty isn't always easy to see. It's much closer to us than we want to believe it is. And during the holidays, that's a reality even more difficult to accept."
With the Christmas holidays drawing near, this struggle is especially difficult for these families. To illustrate this, the Salvation Army campaign takes shots inside of real homes, which have the limited boarders of a typical Christmas card picture included. In doing so, it drives the point that appearances can often be deceiving and that "one in 10 people here can't make ends meet."
Darlene Remlinger of Grey Toronto explained the Salvation Army campaign by saying, "Poverty isn't always easy to see. It's much closer to us than we want to believe it is. And during the holidays, that's a reality even more difficult to accept."
Trend Themes
1. Holiday Poverty Awareness - Disruptive innovation opportunity: Develop campaigns that expose the realities of poverty during the holiday season to inspire greater generosity and support for those in need.
2. Authentic Representation in Advertising - Disruptive innovation opportunity: Create advertising campaigns that showcase real homes and real people to challenge traditional marketing practices and connect with consumers on a deeper level.
3. Closing the Income Gap - Disruptive innovation opportunity: Explore ways to address and reduce income inequality to ensure a more economically balanced society for the wellbeing of all members.
Industry Implications
1. Nonprofit and Charities - Disruptive innovation opportunity: Utilize creative advertising strategies and storytelling techniques to increase awareness and support for various charitable organizations.
2. Advertising and Marketing - Disruptive innovation opportunity: Embrace more authentic and inclusive advertising approaches that resonate with consumers who crave transparency and connection.
3. Social and Economic Policy - Disruptive innovation opportunity: Advocate for policy changes and develop initiatives that address income inequality and provide equal economic opportunities for all individuals.
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