The best of non-profit advertising and marketing for social causes

Guilt tactics that work in this campaign from the Salvation Army

Guilt tactics that work in this campaign from the Salvation Army

“We’re too developed, too wealthy, and too kind-hearted a country to allow poverty to affect any of us.” This 2014 summer campaign from the Canadian Salvation Army is about guilt, and that is a tactic not so desirable in social advertising.
Yet it is quite popular on social networks and widely shared. Sometimes just the right chord is hit, and I think that’s the case here. It is a simple and recognizable equation.

The prints and video’s are part of the ongoing campaign ‘It’s Time to End Poverty in Canada’.

Advertiser:
Salvation Army Canada

Guilt tactics that work in this campaign from the Salvation Army

Guilt tactics that work in this campaign from the Salvation Army

Guilt tactics that work in this campaign from the Salvation Army

Founder of Osocio. It all started with collecting election posters in 1973. And that's never stopped. Read more.
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