Challenge

United Way’s mission is to unite the goodwill and resources of the Greater Rochester community so everyone can thrive. Because they have been involved in bringing people together for 100+ years, it is easy for people in the community to become stagnant and forgetful for all the good they have done. United Way approached us to create a brand campaign to reignite their brand's connection to the Greater Rochester community. 

Solution

Our answer emerged directly from our strategy — reconnect to the people of the Greater Rochester area. We developed a defining brand concept: “#UniteforGood,” which gave us the opportunity to create an anthemic video to remind the people of Rochester that they are greater and stronger when they stand together as one. By capturing Instagram and Facebook content ( videos and posts) from individuals and organizations, we were able to initiate a personal connection and emotional reaction from the Rochester community.