This advertising campaign for Salvation Army’s Coats for Kids creates feelings of optimism, happiness, and hope instead of sadness and guilt over the issue of children that don’t have any warm clothes in the winter. The campaign aims to evoke joyful emotions to its target audience (being mothers and fathers of children from infants to teens).  The message the campaign communicates is every child deserves to be able to enjoy winter and do the activities that children look forward to when snow comes regardless of their background. When the audience engages with it they will smile or laugh at the children playing in the snow and read the copy of the campaign and imagine their child saying it to them.
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