United Way Focuses on What Matters

Objective: United Way was positioning itself from the perception of being simply a community fundraiser and the idea that they simply funded surface-level programs, to the deeper truth they tackle the root causes of our community’s most pressing issues. Approach: As the lead creative director and scriptwriter, I helped concept and craft a series of TV spots that highlighted United Way of the Plains commitment to long-term impact, locally. Instead of focusing on symptoms, the campaign zoomed in on the core barriers families face—poverty, trauma, lack of access…and how United Way works holistically to change systems. Through raw, grounded storytelling, subtle visual metaphors, and a calm but confident tone, we built a narrative that moved hearts while building trust. We focused on authentic emotions, letting the audience feel the difference between treating symptoms and solving the problem.