United Way 2008 Giving Campaign

Category: Advertising & Promotional <

In 2007, SUM and United Way of Central New Mexico sought out to change the way people think about giving. Our goal: to introduce giving as an act that anyone can be a part of and feel good about. The creative approach was to develop a "product" called Giving. The vibrant colors and message position giving as something tangible and familiar to a consumer culture. The new approach opened many doors to new ways people can be introduced to the act of giving.

The creative execution for 2008 is a continuation of the 2007 campaign. However, ads now include vibrant and happy people who have experienced the joy of giving. This gives the ads life--a human connection. The underlining message and goal of this campaign is education. All the ads (except for outdoor) give simple and easy facts about how United Way of Central New Mexico works, how easy it is to give, how your donation is used, and how you can make a difference.

2008 Campaign objectives:

• Educate the community about United Way of Central New Mexico and about Giving


• Erase misperceptions of how UWCNM functions


• Communicate how easy it is to give

TELEVISION:

PRINT:

OUTDOOR:

CAMPAIGN WEBSITE:

www.trygiving.com

RADIO: