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ANDY Awards

Creative Award
New York, United States
Salvation Army - "Blanket" by ANDY Awards 2006

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TitleBlanket
Agency
Campaign Blanket
Advertiser The Salvation Army
Brand Salvation Army
PostedApril 2006
Product Winter Appeal For The Homeless
Business Sector Institutional/Public Interest/Non-Profit Org.
Story As part of the Salvation Army's Winter Appeal for 2005, real blankets were used rather that poster paper with the message encouraging the homeless to use the blanket poster if and when needed.
Media Type Outdoor/Out of Home
AI Description The ad features an innovative approach by The Salvation Army to raise awareness for their Winter Appeal for the homeless. Two images are shown side by side. The first image shows a real blanket pinned onto a brick wall in an outdoor setting, with the text 'Support the Homeless This Winter.' The blanket also incorporates the message, 'If you're cold or know of someone who is, please take this poster.' This is a literal invitation for those in need to take the blanket and use it as protection from the cold. The second image shows the blanket taken and now wrapped around a person who appears to be homeless, resting against a similar brick wall. This powerful visual metaphor highlights the plight of homelessness and directly engages with the issue by turning the advertisement into a direct form of aid. The ad conveys a strong emotional message of compassion and urges the viewer to take action, whether by spreading the message or directly participating in charitable actions.
Creative Director
Art Director
Copywriter