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,
street teams and chalk messaging around the city, promoting unique hashtags that directed viewers to KeeganLivesUnited.org
MORE "BONUS" FUNNY - BECAUSE YOU KEPT SCROLLING.
Leo Burnett Detroit
United Way of Southeastern Michigan
Chief Creative Officer: Steve Chavez
Sr. Writers: Marty Muthuswami & Matt Perry
Sr. Art Director: Steve Kerry
Executive Producer: Brian Dooley
Actor/Comedian: Keegan Michael Key
Director: Jordan Brady
Editorial: Beast Detroit
Editor: Chris Chynoweth
Assistant Editors: Jason Stratton, Andrea Ramsay