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United Way raises more than $4.7 billion every year for improving health, education and stability in communities around the globe, and until now, its marketing focused on the aftermath and uplifting side to its good work, often featuring smiling volunteers in “Live United” t-shirts. But the nonprofit is taking a drastic turn to prompt more people to take action: its latest PSA shows what these communities look like before United Way steps in to help.
“Join the fight,” created with agency of record BVK, shows gritty scenes from neighborhoods plagued by homelessness, drug addiction and domestic violence—or, as the ad says, “problems that most people don’t have the stomach for, that nobody talks about at cocktail parties.”
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