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In the midst of the holiday season, The Salvation Army is employing Facebook 360-degree photos to give users a fuller picture (literally) of the effects of poverty.

These photos seem to depict imagery found on traditional holiday greeting cards – full of festive decorations, loving parents and happy children beaming with holiday spirit. But take a tour through the 360 photos and you’ll uncover the harsh realities of poverty.

Shot inside real rooming houses and impoverished homes, each image depicts the lives of actual Canadian families and individuals living in poverty.

Paired with a complementary print campaign, this clever digital execution is a great way to not only inform people about the realities of poverty but for users to uncover the truth – and their own misconceptions – through an interactive digital experience.