The Challenge
United Way of Greater Atlanta (UWGA) is the largest affiliate of the national organization, with over 200 programs impacting 13 counties. Their United for Racial Equity and Healing Fund was created to realize a Greater Atlanta community where every person regardless of race has equal opportunities to live in a thriving community and reach his or her fullest potential. To launch this initiative, UWGA tapped Authentique to create a campaign to build awareness of the fund, trigger support and highlight the correlation between race, zip codes and its effect on child well-being.
The Objective
We were to increase brand familiarity and understanding of UWGA’s value and relevance to and in these communities, demonstrate the specific impact of systemic racism on a child’s well-being, and drive awareness of the Racial Equity and Healing Fund in order to increase support.
Solutions & Results
We identified new target personas and an engagement strategy to connect with audiences most impacted by the Fund. We also developed a 12-week integrated marketing campaign, complete with a messaging, social, influencer, digital, paid media, and partnerships strategy. Lastly, we conceived and produced new campaign creative and video content to realize the “Power of Promise” thematic.
Big Win
CREATED THE POWER OF PROMISE THEMATIC AND CONTENT TO TRIGGER SUPPORT FROM NEW AUDIENCES.
