Via thinks local in Salvation Army campaign

A healthy disregard for big-budget ad campaigns is a prerequisite for non-profits that squeak by, self-promotionally, with a little help from their friends. That attitude is made explicit, in message and execution, in a new campaign by Via in Portland, Maine, for The Salvation Army of Northern New England. More than 40 local businesses donated ad space for the current two-week effort, which revels in a hodgepodge of unlikely grassroots guerrilla executions: ads scribbled on store windows and bathroom mirrors, printed on shopping bags, pizza boxes and coffee sleeves, even scrawled on dirty car windows.