Campbell Mithun has developed The POWER of WE campaign for Greater Twin Cities United Way featuring circus performers creating three poses -- a house, the ABCs and a wheelchair ramp -- to depict how a community, working together, can serve those who are most in need. The work, featuring St. Paul-based Circus Juventas professionals, marks the eighth campaign donated by Campbell Mithun to support United Way and follows the “Every ONE Counts” 2011 campaign.
“Instead of writing a line that tries to talk about The POWER of WE, we set out to show it in action,” said Bryan DeYoung, associate creative director at Campbell Mithun. “Working with the talented coaches at Circus Juventas was a natural. They gave us a compelling execution that quickly demonstrates a community coming together to make a difference, which is what United Way is all about.”
A community came together in the creation of the creative campaign, as well. Campbell Mithun worked closely with Circus Juventas and United Way to meet requirements that the creative work do three things: include the white “Live United” t-shirts, depict a recipient, and involve real United Way donors. The following donors participated:
- Lydia Botham (forms the top of the 4-person ramp): Land O’Lakes Foundation, United Way donor, Women’s Leadership Council member
- Scott Cummings (makes up the vertical line in the “B”): Accenture, United Way donor, Leadership Giving member
- Nadine Parris (forms the left side of the shelter roof): GE Capital Fleet Services, United Way donor, WINGs member
“We’re thrilled with this fresh approach toward telling the story we love to tell: the collaboration of individuals can really make a difference in our community,” said Kathy Hollenhorst, senior vice president of marketing and communications for Greater Twin Cities United Way. “What a privilege it’s been to watch this work unfold and to anticipate its power as a tool for generating real support for those who need it.”
The POWER of We integrated campaign includes a centerpiece digital video (in varying lengths: :90, :30 and :15) as well as out-of-home billboards, digital banners, mobile banners and a behind-the-scenes video capturing the creation of the work.
The campaign breaks in June, runs into July and will be used in workplace campaigns throughout the fall. Media placements were secured by Haworth Media
The 2012 United Way annual campaign will be chaired by Ecolab CEO Doug Baker and his wife Julie, who have a goal of raising $90 million to address the most pressing needs in the Twin Cities nine-county region.