Creative Campaign, Content Strategy, Content Production, Photography, French Localization, Project Management
Nearly everyone knows United Way, but what, exactly, do they do? Though the brand is one of the top-rated charities in Canada, they discovered the public lacked an understanding of what their donations were going towards. With the not-for-profit category undergoing disruption from new entrants, new technology and new approaches, it was time to make the United Way's value as recognizable as their brand name.
With a renewed brand strategy as the guide, we created a series of videos that bring donors and recipients together for emotional one-on-one meetings, putting a face and cause to each donation. We assembled a lean, integrated, in-house team to work together to ideate, plan and organize a complex cross-Canada shoot.
In just 90 days, our agile in-house team travelled across 9 cities to deliver over 60 compelling English + French video pieces and almost 100 photo assets. The videos inspired potential contributors and also created a uniting rally cry across the federation, fuelling United Way to meet their most ambitious fundraising goals to date, raising over $110 million in 2018.
- Adrienne Clarke, Director - Content