The United Way wanted effective fundraising materials. What they didn’t want was the usual shame-inducing, woe-is-you approach. They were looking for something… fresh.
We took that and ran with it.
We subverted the whole “Minnesota Nice” thing and created a video campaign called the Power of Nice. Each featured one of those moments and tied it back to the good work that the United Way does for the community.
And the results were decidedly nice—the United Way surpassed their fundraising goals that year.