The Salvation Army shines a light on food insecurity

This impactful holiday initiative created by Grey Toronto for Christian charity The Salvation Army addresses the harsh reality of poverty, highlighting the Impossible Choices many Canadians face this Christmas.  

The film, directed by Andrew Litten through Dear Friend, leverages simple yet powerful black-and-white storytelling to help people understand how poverty forces individuals and families into situations that compromise their well-being and dignity. 

“This campaign aims to make the unseen visible,” said Sebastian Benitez, Executive Creative Director at Grey Toronto. “We wanted to take people into a world filled with impossible choices, revealing how poverty changes how people see even the simplest decisions. Our goal is to inspire empathy and action by showing that donating to The Salvation Army can make a tangible difference in helping those often overlooked.”