On the Edge: The Salvation Army Canada

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.