Since 2008, the United Way Worldwide brand was built on smiling volunteers wearing crisp white LIVE UNITED T-shirts. It made the work they do in communities across the world feel happy and clean. Truth is, the work United Way does isn’t happy and clean. It’s gritty and dirty and uncomfortable. Over time, the brand’s disconnect with this reality drove engagement levels, donations and volunteerism to new lows. How could we turn things around?
To turn things around, the brand launched a campaign, including this TV spot, that exposed the world to the realities United Way confronts in the places people don’t want to look.
Since launch, the brand is back on track with a 30% increase in donations and a renewed energy in 1,200 locations across the world.