Campaign: A Taste of Poverty

WPP company:
Grey Toronto
The Salvation Army Canada


When people picture poverty, they often think of people begging on the street. The reality is that 70% of those living in poverty are actually in work – and still can’t make ends meet. This campaign reminded people that poverty affects more Canadians than meets the eye and encouraged donations to help the millions struggling to survive the holiday season.

Results & Awards:

  • $19m donated to the charity.
  • 1 - No poverty
  • 8 - Decent work
  • 11 - communities