ATLANTA French/West/Vaughan presents donations to the Community Care Fund as a solution for the disadvantaged in its latest campaign for the Triangle United Way.
The Raleigh, N.C., shop's pro bono campaign includes broadcast work running on local stations in Durham, Orange and Wake counties, sources said. Three print ads are running local newspapers.
FWV copywriter Michael Gorelic said the focus of the print campaign was to depict images of people who will benefit from United Way's services. The TV commercial highlights the impact of the gifts to those seeking assistance.
Print ads feature a homeless mother and daughter behind a chain link fence constructed of phrases such as "broken marriage" and "lives in car." In another, an elderly woman is behind bars of metallic words such as "alone, depressed, isolated." The third ad shows an African American teenage male with handcuffs made of phrases such as "juvenile delinquent" and "absent father."
In all three posters, the Community Care Fund, represented by a bolt cutter, a crow bar and a key, respectively, is shown as the solution.
The television spot focuses on a mother and daughter riding in their car. The daughter asks, "Are we almost there?" They soon pull into an empty parking lot and the mother answers, "We're here, get some sleep."
Sources at FWV said that the campaign will run through November. A radio campaign is being developed and will feature the benefits of giving to the Community Care Fund.