United Way: Doing Good Feels Good
Every generation has their favorite things. For Baby Boomers, it’s the Beatles. For Gen Xers, it’s Molly Ringwald or John Cusack movies. For Millennials, well, it’s Millennials.
Beyond simply applying to culture, this notion rings true in the world of philanthropy, too. So when the United Way asked us to help them attract a younger donor base, we decided to do something a little younger than they were used to.
Younger people don’t want to be shamed into giving: they want to be inspired. So, we focused the campaign on how the giver feels once they’ve given: real good.
The design of the posters and ads borrowed a visual language from the kind of posters that show up on Pinterest every single day. Plus, the lines tapped into the overall ethos of a younger generation that believes we should be inspired by thinking, doing and acting with goodness. And the color palette felt more street art and less like corporate brochure.
Look for the television spots, print ads, digital banners, social media and posters to be showing up this fall just in time for their funds drive. Oh, and one more thing, make sure you get inspired and give, too. Click here to find out how.