United Way in Portland, Oregon needed ads to really boost donations. As one of our pro-bono, public service clients we donated these campaigns. We appealed to the difference UW made in specific human lives. The words were those of the very people UW had helped, and how, and in their own handwriting. These made the campaign all the more human and relatable. "All the difference" was the theme.
The radio campaign, on the other hand, used humor to "shame" people into giving; that you never know how a gift could make a difference...even in your own life.
