In creating the marketing campaign for United Way of Central Alabama’s 2016 fundraising efforts, we knew that the challenge would be to overcome the divisiveness and polarization of a contentious political season. The answer lay in giving Central Alabama exactly what politics couldn’t: unity through a sense of purpose. Our solution was to emphasize visually and thematically that, despite apparent outward differences, people can be united in common cause.
We drove this message through outdoor, print, video, and other media with a visual style that was arresting and evocative. By leading with open-ended questions, we invited viewers into the conversation and allowed them to become a part of the solution.
Deliverables included print, collateral, out-of-home, training materials, a 3 minute anthem video. And, of course, t shirts.