Greater Twin Cities United Way’s workplace campaign has launched with ads donated by local agency Campbell Mithun. The “When you can’t do, donate” campaign emphasizes the make-a-difference power of a donation to the United Way. Ads feature people (real donors, by the way) who want “to do something” for others but feel ill-equipped to give hands-on help: a cook offers a burned turkey, a handyman falls off a ladder, etc.
“We wanted to capture the giving spirit of the Twin Cities community, but with a lighthearted approach appropriate for these economic times,” said executive creative director Reid Holmes. “These are fun, self-deprecating reminders that a donation to the United Way is easy and helps the community in very specific ways.”
Campbell Mithun developed versions of the creative for billboards, radio spots, online video and digital banners. Digital ads offer click-through-to-donate functionality, and donors can follow “yourUWdonations” via Twitter for updates about local donations in action. Advertising placements were secured by Haworth Media and will run from the end of August into October.
This campaign marks the sixth year Campbell Mithun has provided pro bono work to support Greater Twin Cities United Way’s workplace campaign. Chaired this year by US Bancorp CEO Richard Davis, the 2010 effort aims to raise $87 million to address the most pressing needs in the Minneapolis / St. Paul metro area. In past years, the annual drive has secured donations from approximately 120,000 donors at 1,200 different workplaces.