As they prepare for the 2012 Christmas season, The Salvation Army launched their latest campaign in an effort designed to raise money and awareness for the millions of Canadians currently living in poverty. This Christmas, The Salvation Army is emphasizing that no dream is too small when you’re in need with the introduction of a new, advertising campaign.

The campaign includes a 30-second animated television spot, produced by Grey Canada. It features a young teen in need dreaming of life’s necessities—a warm meal, clean clothes and a place to lay her head at night – something that many Canadians take for granted. Other elements of the campaign include radio and out of home advertising, the continued use of new technology and the traditional Christmas kettles on street corners and in stores across Canada.

“We want to encourage all Canadians to dream of a world where everyone has access to life’s basic needs,” said Commissioner Brian Peddle, Territorial Commander for The Salvation Army in Canada and Bermuda. “We hope this campaign will demonstrate to the donating public that no amount is too small and that every gift makes a big difference in the life of a person in need.”

For 130 years, The Salvation Army in Canada has provided hope and dignity for those seeking assistance and will continue to do so this Christmas season, through a series of new initiatives, including:

• FilltheKettle.com: The Salvation Army will continue to offer an innovative way to give online through FilltheKettle.com. Using Google Maps technology, visitors to the site can search for one of the more than 2,000 kettle located across Canada, and make a secure online donation to that specific kettle with the knowledge that all money raised in that community will stay in that community. Also included this year on FilltheKettle.com are the options for donors to host their own virtual kettle, or to host their own fundraising event, with donations to both going to support the ongoing work of The Salvation Army.
• Mobile Giving: In a few weeks, The Salvation Army will announce an exciting new partnership that will make donating to kettles this Christmas easier than ever!

“Last year our Christmas kettles raised $21 million dollars, and we hope to meet, or even exceed that number this year,” said Commissioner Peddle. “As the need for our services continues to increase, we know that we can count on the continued generosity of Canadians to meet the growing demand.”

The Salvation Army will also participate in a variety of events to raise money and awareness for the 2012 Christmas Campaign.