United Way begins A Way Out campaign
By Adnews Staff
A group of Canadian United Way organizations has begun a multimedia campaign called "A Way Out." The campaign, developed pro bono by Publicis Canada, consists of two 30-second television commercials and three print ads, supported by online banners and outdoor billboards. The first commercial shows a homeless man peeling off his clothes to reveal a work uniform. The second shows a teenager experiencing peer pressure peeling away his clothing to reveal a soccer uniform. Both end with the tagline, "What you're really giving is a way out." The print ads use the same visual theme to present a newcomer to the country and an elderly woman. "What makes our campaign different is that rather than dramatize the problem we focus on the solution, which results in a strengthened emotional connection with the audience," said Duncan Bruce, executive creative director at Publicis. "We tell the story of a metamorphosis, both literally and figuratively, using special effects in a unique and disruptive way."