New extension utilizes online interactive map that shows the impact of local United Ways on education, income and health in their communities
NEW YORK — United Way and the Ad Council, in collaboration with the National Football League, have announced an extension of their successful LIVE UNITED campaign, including a new series of public service ads (PSAs) featuring NFL players promoting health and wellness, and ads showcasing the true outcome of United Way’s work in local communities. The new campaign also includes an online interactive map that illustrates local impact stories from United Ways around the country.
LIVE UNITED, first launched in 2008, was created to motivate and inspire individuals to get involved within their communities through United Way. The new PSAs, created pro bono by McCann Erickson New York, include television, radio, print, outdoor and digital advertising. The spots demonstrate how local United Ways work with partners in their communities to address pressing social issues and create real, lasting change in the areas of education, income and health.
“United Way has been integral in engaging citizens in their own communities and serving as a rallying cry for issues ranging from hunger to education,” said Brian A. Gallagher, president & CEO of United Way Worldwide. “Through new online initiatives and leveraging the NFL relationship, we hope to display our diversity as an organization, allowing us to further expand our footprint around the country and continue making a difference in real social issues facing our nation.”
The campaign includes companion PSAs developed in conjunction with the NFL – a longstanding partner of United Way – to encourage kids to be active for at least 60 minutes a day, the key message of PLAY 60, the NFL’s youth health and wellness campaign. The television and radio PSAs feature Russell Wilson of the Seattle Seahawks, and outdoor billboards feature players from each of the 32 NFL teams.
The central component of the campaign is an interactive story map on UnitedWay.org that features stories highlighting the success and impact United Way has had in addressing the education, income and health needs of communities across the country.
“The PSAs, NFL relationship and interactive map provide a strong representation of the resonance United Way has all over America. The latest iteration of this campaign brings to life the powerful stories and impactful work of passionate volunteers that make United Way a key organization in the everyday lives of so many,” observed Peggy Conlon, President & CEO of The Advertising Council. “We are proud to contribute to this meaningful mission.”
Per the Ad Council model, the PSAs will run and air in advertising time and space that is donated by the media. Since the campaign initially launched in 2008, media outlets have donated more than $303.2 million in time and space for the ads.
“Through our call to action, ‘Because great things happen when we LIVE UNITED,’ we are calling upon volunteers everywhere to log on and identify how they’ve made a difference in people’s lives,” said Erica Yahr, EVP, Executive Strategy Director, McCann New York. “The map interface becomes an interactive, ever-growing record of the tangible differences that United Way has made.”
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