My Two Cents: Food Bank ad

In Hamilton, Ontario, they are having a massive problem.
It's summer time and people are out, having fun, going to cottages, building decks, swimming, bbq'ing.
Also, it's summer time, and some other people are deciding between electricity or food for their children, bus fare to work or food for their children, rent or food for their children. It almost every city center across this country of ours, there exists food banks of all kinds to help these families that are having to make some very hard choices.
I worked with Daily Bread Food Bank in Toronto for a few years on their direct mail. It was always the same - Thanksgiving and Christmas mailings always did well. Summer mailings did not.
In Hamilton, food banks are having to close their doors. Not enough food and not enough cash. So what happens to these people who, unfortunately, rely on the food banks to help feed their families?
My wife and I were watching the news last week. At the top of the news was the story about the crisis. 4 minutes long. Really well done and sad. Tara has moved closer to the TV, pen and paper, writing down the things they need-getting her credit card from her wallet.
And then - they moved to their next story.
"Where the "f" is the call to action???" she cried, and then clasping her hand over her mouth when she realized she was in the presence of our small, impressionable children.
There was no phone number, no web site, no way to give and therefore, a complete and utter waste of air time.
The Hamilton Spectator actually posted an ad in it's paper on Saturday.
Clever idea. Very poor execution. At least there is a call to action - in barely there 10 pt type. When you view the ad in the context of the page:

Yes - that's it there at the bottom of the page - the white block does help it get noticed - but - for crying out loud - at least make the contact info stand out.
This sort of thing frustrates me - almost makes me lie awake at night.
If you are a charity and you get any free ad space or air time, get your story heard and then SHOUT your contact info - let the donors help. If you make it hard for people, then you may not get the help you need.
If you want tp help, you can read a little more about it here or call 905.526.3221.