The Salvation Army Highlights the Urgent Needs of Canadians Living in Poverty

The Salvation Army in Canada is launching a new campaign to raise awareness about the harsh realities of poverty. This initiative addresses the difficult choices many Canadians face, highlighting the fact that 52% experienced food insecurity in the past year and that one in six Canadians are dealing with housing instability. The campaign seeks to shift public perception and encourage donations to support the vital work of The Salvation Army. 

As part of a three-year campaign strategy, Grey Toronto developed an integrated campaign approach, including 60-, 30- and 15-second spots for television and online video, radio, out-of-home (OOH), digital, and social media. The campaign leverages simple yet powerful storytelling to help Canadians understand how poverty forces individuals and families into situations that compromise their well-being and dignity.

“When we learned that one in five parents in Canada are forced to go hungry so their children can eat, it highlighted the heart breaking decisions many face daily,” said Ian Westworth, SVP planning and effectiveness at Grey Toronto.

“This insight inspired the creative idea of ‘impossible choices,’ aiming to show Canadians that these difficult, invisible decisions are a daily reality for those in poverty. 

“This campaign aims to make the unseen visible,” said Sebastian Benitez, executive creative director at Grey Toronto. “We wanted to take people into a world filled with impossible choices, revealing how poverty changes how people see even the simplest decisions. Our goal is to inspire empathy and action by showing that donating to The Salvation Army can make a tangible difference in helping those often overlooked.” 

The creative insight behind the campaign stems from an understanding that poverty is often misunderstood. While many Canadians may not experience poverty directly, this campaign invites them to walk in the shoes of those who do, helping viewers understand the cumulative weight of daily sacrifices faced by people in crisis. Each ad demonstrates how The Salvation Army provides relief, stability, and hope where needed most. 

Lieut.-Colonel John Murray of The Salvation Army emphasised the critical need for a campaign of this nature, particularly in today’s economic climate. “As more Canadians struggle to make ends meet, this campaign serves as an urgent reminder of the real, often hidden challenges they face. It captures the depth of these needs and the hope that, through the generosity of Canadians, we can continue to be there for them in their most desperate  moments,” he said. 

Dear Friend handled production, and Andrew Litten directed the film. EssenceMediacom planned and bought media, and the campaign will run nationally throughout the holiday season. It will encourage Canadians to contribute to The Salvation Army’s brand promise of 'Giving Hope Today.'