A new campaign for the Cape and Islands United Way turns the tables on traditional tourism ads in an effort to assure local residents that their donations will be used to fund needed services in their own communities.
"With hundreds of miles of pristine beaches, it's easy to hide your head in the sand," one print ad begins. "You think it doesn't happen in a place like the Cape and Islands, but it does. Women and children suffer abuse . . . Mental illness and addiction destroy productive lives." The tagline: "We help people. Here."
The pro bono campaign was launched to add some local flavor to fund-raising efforts, said Richard Brothers, president of the Cape and Islands United Way. The goal is to boost contributions from $750,000 in 1998 to $900,000 this year, Brothers said.
Irma S. Mann, Strategic Marketing in Boston teamed with the Rodman Group, a year-old Waltham, Mass., shop founded by Matthew Rodman, a former communications manager with Blue Cross & Blue Shield of Massachusetts.
The campaign--with three print ads, a pair of 30-second TV spots and direct mailers--is worth about $300,000 in production and placement costs, Rodman said.