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Santa Monica, Calif. agency Fraser/Young takes a unique approach to not-for-profit advertising in its first work for client United Way of Greater Los Angeles. In order to wake up a city that has become inured to calls for help from charitable organizations, the agency developed a message with attitude to address a city with plenty of the same.
The campaign, starting this month on billboards, buses and radio across the city, is heavy on California stereotypes and inside jokes.
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