Through a series of animated stories, The Salvation Army is delicately shedding light on the many “battles” people in need face during the holiday season—while trying to avoid guilting those in a position to help.

The “Fight For Good” holiday campaign, created by the largest U.S. independent agency The Richards Group, is comprised of four animated videos cut into 60-second, 30-second and 15-second spots. Each depicts stories of hunger, homelessness and financial difficulty, and though they focus on fictional animated characters, The Salvation Army hopes viewers understand that these stories are all too real for too many people.

One video entitled “Battle” (seen below) provides a synopsis of the struggles the campaign’s three animated characters—Chloe, Emma and Gus—are enduring. Later spots delve deeper into their personal stories.

While the PSAs surely call on people to donate what they can to a Salvation Army “red kettle” (collections bucket), The Richards Group said in a statement that the goal of the campaign was not to guilt people into contributing to the cause.

“We’ve used illustrative elements throughout the main advertising to convey the reality and desperation of need without the guilt-inducing face of it,” the Dallas-based agency wrote. “Through this visual vehicle we can show the harsh struggles of homelessness, child poverty and unemployment in a more approachable way.”

In other words, you won’t be seeing heartbreaking images timed to Sarah McLachlan’s “Angel” displayed on your TV.

The four videos show what a small monetary donation to The Salvation Army can do for someone in need—such as contributing to a winter coat for a homeless little girl (portrayed in the above spot, “Chloe”)—but The Richards Group reiterated in its statement that the campaign’s main goal is to invoke empathy. “[We’re] not in the guilt business…Compassion, on the other hand, is a game changer,” the agency noted.

The Richards Group collaborated remotely with London-based Moth Animation Studio, a part of the larger Hornet animation production house, to create this campaign. Spots started rolling out on Monday and will appear on NBCUniversial properties, social media and YouTube through Dec. 31. A #FightForGood hashtag was also created for the charity’s campaign.

CREDITS

Client: The Salvation Army, Lt. Colonel Ron Busroe

Agency: The Richards Group

Creative Director/Art Director: Todd McArtor

Creative Director/Writer: Danny Bryan

Art Director: Dan Case

Writer: Tara Robinson

Broadcast Producer: Bridget Fontenot

Principal: Jon Lee

Brand Management: Cassidy Wren

Business Affairs: Anne Watkins

Post Production: 3008

Audio Engineer: Matt Cimino

Online Flame Artist: Mark Sullivan

Senior Producer: Jennifer Brannon

Voice Over Talent: Susan Eisenberg, William Morris Endeavor Entertainment-LA

Production: Hornet

Director: Moth Studio

Executive Producer: Hana Shimizu

Head of Production: Sang-Jin Bae

Development Producer: Kristin Labriola

Producer: Eva Dahlqvist and Dez Stavracos

Editor: Daniele Baiardini and Stephanie Andreou

Music: Composed, conducted and arranged by Pierre O’Reilly

Orchestra Contractor: James Fitzpatrick

Session Producer: James Fitzpatrick

Orchestra: The City of Prague Philharmonic Orchestra

Recording Engineer: Jan Holzner

Vocals: Triona O’Neill

Piano: Pierre O’Reilly

Recording Engineer: Tom Bullen

Mixed and Mastered: Nick Taylor