TORONTO -- The Salvation Army has placed a vending machine stocked with synthetic food waste here at the Centre for Creative Communications at Centennial College to raise awareness that many Canadians go hungry and are reduced to eating food they find in the trash.
The one-of-a-kind vending machine is part of the multifaceted "Simple Dreams" campaign created for the Salvation Army by advertising agency Gray Canada to encourage Canadians to help fulfill the simple dreams of those in need.
Synthetic food waste is not dispensed from the machine, but staff and students have the option to donate money to The Salvation Army using the vending machine's coin slot to help provide meals to those who need them most.
"While most vending machines are filled with tempting treats like chips, candy and chocolate bars, this machine houses synthetic waste, including moldy foods, rotting fruit and half-eaten snacks, to disrupt everyday notions of choice and availability," said Stephanie Nerlich, president of Grey Canada. "The vending machine reminds passersby that although no one chooses to eat garbage; it's an everyday reality for many Canadians."
The campaign also extends into TV and radio, where mass audiences are reminded that no donation is too small to help the Salvation Army fulfill the "simple dreams" of those in need. | SEE TV SPOT