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United Way Capital Campaign
Brenda Sanderson
Montreal, Quebec
Who hasn't said, 'I'd love to support you but I don't have the cash?" We wanted to connect with the folks who hadn't yet recognized that giving didn't need to be a big sacrifice. One break in your daily coffee habit. One fewer donut in the week. One less pizza. The line wrote itself, "Give a little up and give a little more."
We plastered buses, transit shelters and billboards, targetting places where the message would connect. The results? The campaign broke its sales target and everyone knew that they'd made a big difference by changing a very small habit.
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