United Way begins Toronto campaign
By Rob Bale
Charitable organization United Way Greater Toronto has begun a new brand campaign called “Get in the Way.” The initiative, developed by Broken Heart Love Affair, encourages consumers in the Peel, Toronto and York regions to act against poverty. It includes a video called “We Are the Way” depicting a mother and daughter escaping abuse and being pointed on their way by various residents of the city. The campaign also makes use of television, online video, streaming, radio, and out-of-home advertising in the Greater Toronto Area. Media work is being handled by DentsuX.
“‘Get in the Way’ is about refusing to accept poverty as inevitable,” said Heather McDonald, president and CEO of United Way Greater Toronto. “It is about choosing to stand between people and the barriers that keep them from living safe, healthy and hopeful lives. Every person who gives, advocates or gets involved becomes part of a movement helping build pathways to opportunity across the GTA. That is the power of United Way, and that is the power of community.”