United Way of Canada readies national campaign
By Adnews Staff
The United Way of Canada is preparing a new national television campaign. The campaign is based on a 30-second commercial originally created for the United Way of Halifax Region by Colour of Halifax. The ad depicts a number of people reciting 10 statements, concluding with “I believe in possibility.” The campaign is intended to encourage local citizens to work together to improve their communities. The commercial is supported by print and radio advertising in the same style, all localized to reflect the communities in which they run. The campaign will begin this fall in 20 regions nationally, including Halifax, Vancouver and Edmonton. Later it will expand to an additional 30 regions. “It is exciting to see how many United Ways have decided to adopt this and then to have them help build it into a full-fledged campaign,” said Al Hatton, president and CEO of United Way of Canada - Centraide Canada. “It aligns with our new brand attributes as it focuses on people. It gives hope and that is what is behind all our efforts and the differences we are making in local communities.”