UNITED WAY CAMPAIGN SHOWS WHERE MONEY GOES
By Adnews Staff
Toronto-based Vickers & Benson Arnold Advertising has created a pro bono campaign for United Way of Greater Toronto with filmmaker Deepa Mehta. This year's campaign uses the same device as last year's campaign, which raised $70 million, according to the organization. The creative tells the true stories of three people who have benefited from United Way donations. The ads this year profile a refugee, an elderly woman and a young mother. The tagline reads "Your money got to me." "This year's strong creative builds on the concept launched in 2000," said Judith John, United Way's vice-president of marketing and communications. "We knew this was a successful concept. Under Deepa Mehta's direction, a strong print execution and the extraordinary stories of Junior, Rosa and Gladys, the campaign illustrates how donations to United Way can change lives." The campaign includes newspaper, magazine and transit ads, 30-second television and radio commercials and a video. The organization's direct mail material and Web site have also been adapted to include the new creative. Also, a three-story wall mural has been painted on the Richmond Adelaide Centre in downtown Toronto. All media space has been donated. A separate Cantonese campaign has been created pro bono by Prime Advertising, also consisting of print ads, TV, radio and a campaign video. These ads focus on seniors, youth and people with disabilities.