An Inspiring Salvation Army Campaign

I have recently spotted several posters around campus from the Salvation Army. I generally enjoy reading and analyzing ads but I was particularly impressed by the advertisements from the Salvation Army. They were very powerful and made a lasting impression on me.

The Salvation Army is doing a campaign that targets a younger demographic. These posters (pdf) are inspired by real life stories. The posters start off with someone describing their life initially. Soon, they are then introduced to something negative (alcohol, drugs, gangs) that lead their lives downhill until they hit rock bottom. Eventually, they find the Salvation Army and they get their life back on track and it becomes a success story as the Salvation Army accepts them regardless and helps guide them to overcome their problems.

This is all visually represented by red text outlining the negative object (bottle, syringe, gun). The rock bottom is actually the bottom of the image. The design is very simple and yet extremely clever. The ad campaign was produced by Grey Canada, the Salvation Army’s advertising agency. I really enjoyed the concept and hope to see more skillfully crafted advertisements in the future!

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