United Way asked us for a campaign that would show the positive, self-empowering effect donations have on those in need. As they rely on donated ad space, they needed a campaign that could be executed for print, out-of-home and television.
We based our thinking on one of the first lessons we learned as children: don't judge a book by its cover.
The United Way exceeded it's donation goal for the year.
The effectiveness of the ads allowed the United Way to successfully use the campaign for an additional two years and reallocate those advertising dollars to helping people in need.