United Way Worldwide

The Insight

Everyone likes seeing smiling people. It makes us feel like everything is alright. Unfortunately for United Way, that way wasn’t working. At all. Consumers were confused with what exactly United Way did. And with all those photos of smiling people in Live United t-shirts, it appeared as though United Way didn’t need donations.

The Campaign Idea

Keep your happy photos, but lets also tell the other half of the story. Stories that make people uncomfortable. The toughest places, the most heartbreaking situations, that’s where the United Way goes. And they go there with your donations. So you don’t have to.

The campaign includes TV, print, digital banners, social, email and direct mail.