United Way of Saskatoon and Area needed help to increase awareness of marginalized groups in the city and surrounding areas during a time of economic boom. The general consensus was that everyone prospers when the economy flourishes. United Way was looking to refute that belief and remind residents that people were still in need.
We needed to show scenarios that fit each of United Way's four priority areas, contrasting the reality faced by impoverished and/or marginalized groups with the idyllic situations faced by others. We used emotional imagery instead of long body copy to introduce the concept of: 'A great community must be great for everybody'. We used local residents in local locations in all of our photography. No models or professional actors were used.
The poster series was so successful, that it was expanded to include billboards, print, and web ads. It reminded people of the purpose of United Way, in a simple and effective way. The campaign received a Merit award, in the Poster category, from GDC SK North's 2010 Elevators Awards. It also was featured in an Applied Arts article about designing for non-profits.
Tim Neal - Creative Director