Salvation Army renews holiday donation drive

The charity's 2012 campaign features overhauled creative, including an animated TV spot and new donation options.
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The Salvation Army is back with a revamped holiday campaign that aims to brighten the holidays for those in need and encourage people to donate.

With creative by Grey Canada and media by MediaCom, the campaign features a slate of new OOH transit shelter ads, radio spots and an animated TV spot, which will air on Global and on local and regional channels.

Targeted primarily at women aged 35 to 54, the campaign has grown significantly over the years. While the red kettles are still ubiquitous, the digital space has come a long way since the launch of the iKettle donation tool.

Now called Fillthekettle.com, the website has been streamlined to offer donors a multitude of ways to give.

Thanks to Google technology, the site can be used as a map to find the nearest physical kettles. Donors can also search for kettles nationwide and give to any one they choose.

Alternatively, donors can fundraise with their own virtual kettles, and can now hold fundraising events. Or, they can simply make a general donation to the Salvation Army.

Despite the changes to the digital platform, Andrew Burditt, national director of marketing and communications, Salvation Army, tells MiC that donations to physical kettles continue to grow, and reached $21 million during last year’s campaign. Meanwhile, Fillthekettle.com raised $178,000 and virtual kettles earned $77,000.

The holiday campaign ends Dec. 24.