Salvation Army Launches 2013 Christmas Campaign to Transform Lives in Need

123rd Annual Christmas Kettle Campaign Kicks-Off with $21 Million Fundraising Goal

TORONTO, Nov. 19, 2013 /CNW/ - The Salvation Army launched its national Christmas campaign this week, marking the 123rd year that the organization has sought donations from the public to help millions of Canadians living in poverty. The Salvation Army's annual Christmas campaign is one of Canada's most significant and recognizable annual charitable events. The iconic Christmas kettle will be hosted at more than 2,000 storefront, sidewalk and shopping mall locations across the country.

The campaign features three 15-second commercials produced by Grey Canada that were created using stop-motion animation by two-time Cannes Grand Prix winning director Johnny Kelly. Each commercial highlights the impact a donation to a Christmas kettle can have, transforming scenes where a man sleeping outside moves to a warm shelter bed, a hungry person eats a hot meal in a soup kitchen and a mother and child outside in the cold receive warm jackets. In each scene, the transformation is triggered by a coin going into a Christmas kettle.

"Every donation, no matter how big or small, makes a difference in the lives of those in need," says Commissioner Brian Peddle, Territorial Commander for The Salvation Army in Canada and Bermuda. "Thanks to our generous donors, The Salvation Army helped 1.8 million people in Canada last year, restoring hope and dignity to the most vulnerable in society."

The Salvation Army relies on the support of numerous corporate partners, including many individual retailers, who allow Christmas kettles to be placed at their stores each year, as well as the assistance of thousands of kettle volunteers. All money raised in the Christmas kettles stays in the local community in which it was raised to support programs for people in need.

"Our goal for this year's Christmas Kettle Campaign is to raise $21 million, which will allow us to provide direct, compassionate, hands-on service to any individual seeking assistance," says Commissioner Peddle. "We are extremely grateful for the generosity that Canadians have shown us year after year, and we cannot thank them enough for their continued support."

Through FilltheKettle.com, The Salvation Army makes it easy for people to donate online to a kettle in their area. As well, individuals and groups can host an online kettle and invite their family and friends by email to donate to The Salvation Army.

On Saturday, December 7th, The Salvation Army will team up with Running Room Ltd. to host the 23rd annual Santa Shuffle. The 5 km Fun Run and 1 km Elf Walk will be held in 39 cities across Canada. To register, visit SantaShuffle.ca.

Donations to the 2013 Christmas Campaign can also be made at www.SalvationArmy.ca, by calling 1-800-SAL-ARMY (725-2769) or via mail to The Salvation Army, 2 Overlea Blvd, Toronto, ON M4H 1P4. Donors can also text HOPE to 45678 from most mobile carriers in Canada.  A $5 donation will be added to their 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.

Image with caption: " The Salvation Army's annual Christmas campaign is one of Canada's most significant and recognizable annual charitable events. The iconic Christmas kettle will be hosted at more than 2,000 storefront, sidewalk and shopping mall locations across the country. (CNW Group/THE SALVATION ARMY)". Image available at: http://photos.newswire.ca/images/download/20131119_C8624_PHOTO_EN_33474.jpg

Image with caption: "The Salvation Army's annual Christmas campaign is one of Canada's most significant and recognizable annual charitable events. The iconic Christmas kettle will be hosted at more than 2,000 storefront, sidewalk and shopping mall locations across the country. (CNW Group/THE SALVATION ARMY)". Image available at: http://photos.newswire.ca/images/download/20131119_C8624_PHOTO_EN_33475.jpg

SOURCE: THE SALVATION ARMY

For further information:

John McAlister
National Director of Marketing and Communications
The Salvation Army
416-467-3186
john_mcalister@can.salvationarmy.org
www.SalvationArmy.ca

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THE SALVATION ARMY

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