Pagano, United Way Feature the Faces

Behind the Figures
BOSTON–A statewide effort breaking this fall from Pagano Schenck & Kay for the United Way of Massachusetts Bay seeks to show that donations to the organization can make a real difference in people’s lives.
The Boston agency took pains to avoid cause-marketing clichƒs in favor of a pro bono effort driven by hope and empowerment. Print and radio ads use the tagline, “Behind every statistic, there is a person.” The ads tell the stories of four real people whose lives have been touched by the United Way’s social services dealing with domestic abuse, elder care, child care and support for the disabled.
One poster–using the tag, “What are you doing?”–compares a police officer who provides shelter for domestic abuse victims with a man simply waiting for time to pass.
–Lauren Wile