United Way Giving Campaign

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Giving

In 2007, we were awarded the account for United Way of Central New Mexico (UWCNM) to produce their new advertising campaign. We started with the desire to introduce a new season of giving and change perceptions of what it means to give to charity. We wanted to encourage the act of giving by expressing the fact that it's enjoyable. Giving is a wonderful thing! It's not sad or uncomfortable. It's fun and awesome! It has the ability to change communities and the world. It's cool and it makes you feel good. Our approach positions Giving as a product that "Makes Life Better." As a product, Giving can explain all its benefits in ways that are familiar to a consumer-minded culture. It can adapt to numerous placements and executions. Plus, it's light-hearted, vibrant, and fun - it just makes you feel good! The following are some executions of this new bright and cheerful way of looking at Giving. Stay tunned for more!