/R E P E A T -- The Salvation Army Combats Poverty this Christmas/

Salvation Army Reports Continued Need for Programs and Services

TORONTO, Nov. 22, 2011 /CNW/ - Today, The Salvation Army announced the national launch of the 2011 annual Christmas Campaign. The campaign is aimed at raising money and awareness about the continued need for social service programs to support vulnerable individuals throughout Canada during the holiday season and year-round. This year marks the 120th anniversary of The Salvation Army's Christmas Kettle Campaign, and there has never been a more crucial time than now to give.

The Salvation Army, in partnership with Angus Reid Public Opinion, released a series of reports throughout 2011 that sought to educate Canadians as to what it's like to live without access to the basics of life such as food, clothing and shelter. These reports also highlight public perceptions of those living in poverty.

"In 2011, The Salvation Army has really focused on dignity and what it means to an individual when the basic necessities of life are out of reach," said Commissioner Peddle, Territorial Commander of The Salvation Army in Canada and Bermuda. "Donations to this year's Christmas Campaign will go toward addressing the dehumanizing nature of poverty and restoring hope to Canada's most vulnerable people."

With one in 11 Canadians, or three million people, living in poverty today, this year's annual Christmas Campaign is more important than ever. A significant portion of The Salvation Army's annual fundraising revenue is collected during the Christmas season with donations going to support more than 1.7 million vulnerable people in more than 400 communities across Canada.

"With the Christmas season now upon us, we know we can count on the overwhelming generosity of Canadians to help fill our kettles this year," said Commissioner Brian Peddle. "The weak economy means that more and more people are turning to The Salvation Army for assistance, and donations made during our Christmas Campaign allow us to continue to meet the need."

The Salvation Army's familiar Christmas kettles can be seen in nearly 2,000 locations across Canada and remain a very effective way to donate and support the ongoing work of the organization. Donations to Christmas kettles remain in the community in which they were given.

The "Fill the Kettle" program, introduced last Christmas, will once again be used for fundraising efforts during this year's campaign. By visiting www.FilltheKettle.com, donors will be able to locate one or more of the 2,000 kettle locations across the country using Google Maps technology, and make a secure online donation to individual kettles in their community. The Salvation Army will continue its iKettle campaign at www.FilltheKettle.com/iKettle this year - an easy-to-use online tool that allows participants to customize their own virtual kettle and invite others via e-mail to donate to The Salvation Army.

The Salvation Army will also participate in a variety of events to raise money and awareness for the 2011 Christmas Campaign. On Sunday, November 20th, The Salvation Army took part in the nationally televised 2011 Santa Claus Parade in Toronto, ON. The Salvation Army will also team up with Running Room Ltd. on Saturday, December 3rd, to host the 21st annual Santa Shuffle presented by All Weather Windows. The 5 km Fun Run and 1 km Elf Walk will be held in approximately 39 cities across Canada.

The 2011 Christmas Campaign helps The Salvation Army provide direct, compassionate, hands-on service to more than 1.7 million people in Canada each year, restoring hope and dignity to the most vulnerable in society. The Salvation Army's annual Christmas Campaign has grown into one of Canada's most significant and recognizable annual charitable events. Last year, more than $19 million was raised in the Christmas kettles nationwide. The Salvation Army relies on the support of numerous corporate partners, including Loblaw Companies Limited, Walmart Canada and many more, who allow Christmas kettles to be placed at their stores each year.

Donations to the 2011 Christmas Campaign can be made at www.SalvationArmy.ca, by calling 1-800-SAL-ARMY (725-2769), at your local kettle, or via mail to The Salvation Army, 2 Overlea Blvd, Toronto, ON M4H 1P4.

Donors can also support the 2011 Christmas Campaign by texting HOPE to 45678 from most mobile carriers in Canada.  A $5 donation will be added to your monthly mobile bill.

About The Salvation Army:
The Salvation Army is an international Christian organization that began its work in Canada in 1882 and has grown to become the largest non-governmental direct provider of social services in the country. The Salvation Army gives hope and support to vulnerable people today and everyday in 400 communities across Canada and more than 120 countries around the world. The Salvation Army offers practical assistance for children and families, often tending to the basic necessities of life, providing shelter for homeless people and rehabilitation for people who have lost control of their lives to an addiction. When you give to The Salvation Army, you are investing in the future of marginalized and overlooked people in your community.

News releases, articles and updated information can be found at www.SalvationArmy.ca

SOURCE THE SALVATION ARMY

For further information:

Andrew Burditt
National Director of Marketing and Communications
The Salvation Army
416-845-8231
andrew_burditt@can.salvationarmy.org
www.SalvationArmy.ca

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