Problem: People only see United Way as a generic corporate non-profit with no tangible services.

 

Solution: Show that the United Way actually provides services locally. By using Detroit's own Keegan-Michael Key, we created hilarious-yet-informative spots. The "Street Mentor" campaign helped lead the United Way for Southeastern Michigan to its most successful year ever — changing perceptions and Metro Detroiters' lives.

 

The "Street Mentor" campaign centers on a well-meaning, yet 'misinformed.' volunteer who is attempting to educate viewers

 about the United Way's community impact work. These ads focus on the four main missions of the United Way's work in Detroit:

Nutrition, the 2-1-1 Call Center, Financial Stability and Education.

The campaign included postings on Facebook and Twitter, outdoor boards, banner ads, signs on United Way’s building,

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Credits

Leo Burnett Detroit

United Way of Southeastern Michigan

 

Team Members

Chief Creative Officer: Steve Chavez

Sr. Writers: Marty Muthuswami & Matt Perry

Sr. Art Director: Steve Kerry

Executive Producer: Brian Dooley

 

Special Thanks

Actor/Comedian: Keegan Michael Key

Production: Superlounge

Director: Jordan Brady

Editorial: Beast Detroit

Editor: Chris Chynoweth

Assistant Editors: Jason Stratton, Andrea Ramsay