How to engage the population in an issue most people don’t even notice?
Just asking people for donations wouldn’t be enough. We needed a powerful message. One that people would not only see, but could relate to so they could understand the importance of donating to the Salvation Army.
In order to get the population to feel the reality of the people in need, we decided to ask for donations right when they would be more likely to accept our message: when they were feeling cold.