The Brief:
United Way of Saskatoon and Area's annual donations had dropped, and the organization contributed this to people having a general knowledge of United Way, but not knowing specifically what United Way does – particularly for the newest generation of potential donors.
Solution:
We combed through the annual data and found some impressive statistics. These stats became a series of 'wins' that could educate the public in a very direct and emotional way. We created a custom Polaroid-esque frame – that incorporates United Way's 'bump box' shape – to add some visual consistency to the supplied photos that would accompany the statistics. The #aUnitedWin hashtag served as a way for United Way-funded non-profit groups to post their own wins on social media.
Results:
Donation goals for 2014's fundraising campaign were surpassed, and an overall better understanding of the United Way was achieved.
My Roles:
concept development, art direction, creative direction
Other Credits:
Rebecca Harbin - design
Pamela Cradock - copywriting
Tim Neal - creative direction