To announce its 2011 Christmas fundraiser, the Salvation Army chose one of Easton's more colorful locations, the Crayola Factory.

But there was nothing cheery about the organization's message, asking the Lehigh Valley to step up this year to raise money to fight homelessness and hunger.

In order to make that happen, the Salvation Army wants to raise $1.5 million between this week and December 24. Maj. Roger Duperree said he doesn't like to use the word "goal" to describe the campaign.

"That makes it seem like a game," he said at a news conference Wednesday. "It's not a game. When we don't meet our financial needs, people go hungry."

Starting next week, the Salvation Army will have its kettles set up around the Lehigh Valley. It hopes to take in $390,000 from kettle donations alone.

Duperree said the money the Salvation Army hopes to earn this year is about 5 percent higher than 2010's target.

"So if you put a dollar in the kettle last year, reach into your pocket and put a dollar and a nickle in this year," he said.

This year, the Salvation Army has joined forces with Crayola for the fundraising campaign. Crayola CEO Mike Perry is the campaign chairman, and the company has donated $25,000.

Duperree said the money raised by the campaign will fund a variety of programs. It will help people keep their lights and heat on, provide food, and support the Salvation Army's emergency shelter.