In 2008, United Way announced a 10-year goal to improve education and reduce high school dropout rates. To help meet this goal, United Way announced an ambitious program to recruit one million volunteer readers, tutors and mentors by 2014.
The Ad Council and United Way teamed to create the “Live United” campaign to motivate and inspire people from all walks of life to get engaged and partner with though the United Way’s 1,200 local chapters.
In an effort to recruit new volunteers, the Ad Council and United Way engaged McCann Erickson New York to create a multimedia campaign in English and Spanish, which includes television, radio, and web public service advertisements (PSAs). The ads feature distinctly different types of people in matching “Live United” t-shirts, highlighting that “change won’t happen without you.” In the first half of 2014, 305,000+ people took the pledge with United Way to be a volunteer reader, tutor or mentor.
Additional PSAs, developed as part of United Way’s longtime partnership with the National Football League, extend the Live United campaign to support another 10-year goal: to promote healthy lifestyles. Television, radio, and outdoor billboards feature players from each of the 32 NFL teams, promoting youth health and wellness by encouraging kids to be active at least 60 minutes a day.
All Live United PSAs urge viewers to visit www.liveunited.org, to view an interactive story map, which features real accounts of volunteerism from United Way chapters from all over the United States.