In a Radical Departure From Previous Work, United Way’s New PSA Shows Philanthropy Isn’t Pretty

Campaign shows 'problems nobody talks about at cocktail parties'

The United Way is motivating people to join its cause with heartbreaking imagery. United Way

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.

@ChristineBirkne christine.birkner@adweek.com Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.