Founded upon a heritage of voluntarism and leveraging resources, United Way has provided organizational resources to local charitable agencies for generations. In 2004 United Way shifted its focus from fund raising to building partnerships and developing programs that create sustainable change. After 4 years United Way looked to drive this change home even by launching a new national creative campaign.

 

As a local chapter of the nationally recognizable organization, United Way of New York City adapted the advertising campaign into all of it's communication materials.