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Behind the Figures
BOSTONâA 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 peopleâs lives.
The Boston agency took pains to avoid cause-marketing clichÆs in favor of a pro bono effort driven by hope and empowerment. Print and radio ads use the tagline, âBehind every statistic, there is a person.â The ads tell the stories of four real people whose lives have been touched by the United Wayâs social services dealing with domestic abuse, elder care, child care and support for the disabled.
One posterâusing the tag, âWhat are you doing?ââcompares a police officer who provides shelter for domestic abuse victims with a man simply waiting for time to pass.
âLauren Wile
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