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Salvation Army breaks homeless awareness campaign

The Salvation Army has begun a new out-of-home campaign that encourages consumers to donate funds to help the homeless. Developed by Cossette of Toronto, the campaign consists of simulated home address signs in a variety of urban public places, accompanied by the copy, "No one should have to call this home." The executions also invite viewers to donate by text message.

"The problem with homelessness is that it's often easy to ignore," said Matt Litzinger, co-chief creative officer at Cossette. "We wanted to jolt the public by putting messages in places and in a manner that would surprise them. Then we continue to turn that communications experience on its head by telling our audience that these same locations are also places that street people call home."

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