United Way of the Coastal Empire

Description:

The mission of the United Way of the Coastal Empire is to improve lives by mobilizing the caring power of communities. Through partnerships, long-term planning and wise investment of donor contributions, United Way supports nearly 90 community programs and services in Georgia's Bryan, Chatham, Effingham and Liberty counties.

Situation:

The United Way of the Coastal Empire came to Anderson in early 2002, just months after 9/11. Charities all across the country were experiencing significant declines in both corporate and personal giving during the period of economic uncertainty that prevailed at the time. United Way officials were concerned that if they were not able to reach their target of $7.1 million, several community organizations would be forced to stop operating.

Strategy:

In looking back through American history, Anderson felt that the last time the entire country united, in the way it did in the weeks and months after 9/11, was during WWII. Our creative strategy called for modernizing the evocative poster style of communications that the government used so effectively throughout the 1940s. Print and collateral pieces, encouraging members of the public to “Do Your Part!”, were faithfully reproduced down to the smallest detail. (For example, the United Way campaign used yellowed backgrounds because the chemicals used to bleach paper white were diverted to the munitions industry during WWII.)

Result:

Despite a nationwide decline in charitable giving of nearly 20%, the United Way of the Coastal Empire set a record in exceeding its goal of $7.1 million.