MEHTA DIRECTS SECOND VIDEO FOR UNITED WAY
By Adnews Staff
Toronto-based Vickers & Benson Arnold Advertising has created a pro bono campaign video for United Way of Greater Toronto with filmmaker Deepa Mehta. The five-minute video will be used in the organization's fundraising campaign and as the basis for a series of national television ads. Mehta also directed last year's campaign for the charity. This year's video again tells the true stories of three people who have benefited from United Way donations. The video profiles a man who lost his sight and received support from the United Way to adjust to his disability, a girl from Toronto's Regent Park neighbourhood who stayed in school thanks to a United Way "big sister," and a homeless alcoholic who got into a "dry house" thanks to a United Way street patrol worker. "We're thrilled to work with Deepa again," said Judith John, the organization's vice president of marketing and communications. "This video will be our primary tool to communicate to donors the impact their generosity has on people of all backgrounds. Deepa has created an extraordinary video that is emotional, sensitive and compelling."