The Salvation Army Open House Spotlights the Issue of Poverty
Meghan Young — June 15, 2016 — Marketing
References: salvationarmyopenhouse & visualnews
Poverty is an issue that many people turn a blind eye towards, especially when it comes to their own country, city and even neighborhood; but the Salvation Army Open House hopes to make a difference. It's a clever campaign that is meant to take unwitting visitors by surprise. Although they enter what appears to be a typical real estate event, it quickly turns into a PSA granting a tragic look at how people might be living in poverty.
Created by Grey Canada and MediaCom, the Salvation Army Open House project is aptly dubbed, "Poverty Isn’t Always Easy to See." Yet more than 300,000 Canadians live under the poverty line. As visitors tour the seemingly ordinary home, they are presented with plagues and displays educating them on the truth about poverty.
Created by Grey Canada and MediaCom, the Salvation Army Open House project is aptly dubbed, "Poverty Isn’t Always Easy to See." Yet more than 300,000 Canadians live under the poverty line. As visitors tour the seemingly ordinary home, they are presented with plagues and displays educating them on the truth about poverty.
Trend Themes
1. Poverty Awareness Campaigns - Real estate and other industries can leverage creative campaigns like the Salvation Army Open House to raise awareness about poverty and inspire action.
2. Experiential Marketing for Social Issues - Brands and organizations can use immersive experiences to bring attention to societal problems and encourage meaningful discussions.
3. Ethical Branding - Companies are expected to take a stand on social issues important to their audiences, and authentic efforts to raise awareness and drive impact can create strong brand loyalty.
Industry Implications
1. Real Estate - Real estate firms can partner with nonprofits to create awareness campaigns and give back to the communities in which they operate.
2. Marketing and Advertising - Marketing and advertising agencies can use their creativity to design experiential campaigns that drive engagement, spark conversations and create a positive impact on society.
3. Nonprofit Organizations - Nonprofits like the Salvation Army can leverage innovative campaigns to increase visibility, funding, and support for their causes.
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