SOLUTION: Create a unique, cutting edge campaign that will catch the eye of the target audience. BACKGROUND: United Way is the national organization dedicated to making a measurable impact in every community in America. The United Way movement includes approximately 1,400 community-based United Way organizations. In general, people give to causes that have special meaning to them, for example the homeless shelter down the street or the AIDS hospice that cared for a relative. As a large, corporate entity, the United Way is perceived as a funnel, irrelevant to individual “causes” and not particularly trustworthy. Making the target audience feel good about giving to the United Way instead of or in addition to their favorite causes is perhaps the most significant challenge the campaign fa

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