Slingshot to Reposition Local United Way

DALLAS Slingshot has won the pro-bono account of the United Way of Metropolitan Dallas without a review, the shop said.

The independent Dallas agency will create a campaign for the local client that alters its positioning. “We’re moving from primarily being known as a fundraiser to someone who delivers results for your investment for health and human services,” said client senior vice president of marketing and communications Gaynelle Henger. “We’re going to communicate that we’re responsible for delivering life-changing results.”

The strategy is similar to one breaking later this spring in a campaign for the group’s parent, United Way of America, which is being created by Interpublic Group’s McCann-Erickson, New York.

The local nonprofit organization has relied on short-term projects from several different agencies in the past; Slingshot has never created work for the client, however.

“The thing that was attractive about this relationship is Slingshot is committed to do this for two to three years, which makes a lot of sense because we’re interested in something that is more long range in its design,” Henger said.

Shop president and CEO Owen Hannay said the first campaign, which does not yet have a launch date, will likely include print and radio.

The client raises and distributes charitable contributions to 103 local health and human services agencies.