For Hallmark’s annual United Way pledge drive, our creative team took an unexpected approach to spur interest and giving. To convey our gratitude for donations during tough economic times, the focus of our campaign was the call to action (Give.) paired with an appreciation message (Thanks.). Bold graphics and an energetic color palette drew attention to powerful statements about the impact local United Way donations have on our community. These were placed in unusual settings that added context, value and understanding. Even in a tough economic climate, this campaign drove record-breaking donations by Hallmark employees in Kansas City.