On the Edge: The Salvation Army Canada
It’s no secret that raising money among the Asian community is challenging, especially for non-Asian organizations raising money for non-Asian-specific causes. In 2012, the Salvation Army Canada set out to
increase awareness of its organization in — and to begin generating support from — Toronto’s Chinese community, which accounts for roughly 20 percent of the population.
The first step was to reach out and emphasize shared values such as deep respect for the elderly, a commitment to family and caring for those in need. It did that through its Celebrate Canada’s Tradition of Caring campaign that involved Chinese-language radio ads; magazine, newspaper and other space ads; and free-standing inserts — all of which included the well-known Salvation Army colors and logos, images representing the Chinese community, and copy in both English and Chinese.
An integrated, multichannel campaign of this magnitude is a challenge in and of itself, but adding the multilingual element made this a truly edgy campaign that laid a foundation of cooperation and support within the Chinese-Canadian community.