Vancouver, British Columbia | November 16, 2011 — Across Canada, we operate nearly 2000 Christmas Kettles and these icons of the season, now in their 120th year, continue to be the most visible part of our campaign. In 2010, the kettles raised more than $19 million, up from $18 million in 2009. When you factor in a struggling economy that continues to be impacted by worldwide financial concerns, this was quite an achievement. We would like to thank all of those who continue to make the kettles such a success.
Campaign Theme: Dignity for All
In March 2011, The Salvation Army in Canada officially launched the Dignity Project. We believe that human dignity is a fundamental right for all people, but we know that for too many Canadians, the basic necessities of life are out of reach, which often results in the loss of human dignity. Poverty is often the root cause, leaving 3 million Canadians without access to everyday resources such as food, clothing and shelter.
The Salvation Army stands in solidarity with the poor and vulnerable in our society by providing direct, compassionate, hands‐on service to more than 1.7 million people each year in Canada. We recognize not only the needs and weaknesses of people, but also their gifts and strengths, and work alongside them to help restore hope and dignity.
The campaign theme in 2010 was 'Dignity for All' and that remains true for 2011.
Advertising and Promotion
In 2010 we introduced new Christmas creative that was developed to support the campaign theme of dignity. It was designed to be used at all times of the year, and contained a strong call to action to promote 'dignity for all'. For the 2011 Christmas season, we are using the same visual creative, but have added a reference to giving at Christmas.
FilltheKettle.com and iKettle
Last year, we launched the Google‐Powered Kettle Location Map, found at www.FilltheKettle.com. This site was met with praise as it shows locations for all of the nearly 2000 kettles across Canada and allows visitors to make an online donation to the kettle of their choice. It is our hope that this will give Corps Officers and Kettle Coordinators another tool to promote their local campaign. We have continued to improve the site and it will launch during the week of November 21.
As in past years, the iKettle will also be available for those who wish to customize their own virtual kettle web page, inviting others to donate and support the work of The Salvation Army. It will go live on Monday November 14th at www.FilltheKettle.com/iKettle.
We are looking forward to a very exciting time as we offer help and compassion to people during this time of year, and also provide opportunity for many volunteers and friends to make a difference and support our mission.