Ad Council and United Way Continue Campaign to Inspire Americans to LIVE UNITED and Make a Difference;
Collaborate with the NFL on Youth Health and Wellness
New extension utilizes online interactive map that shows the impact of local United Ways on education, income and health in their communities
LIVE UNITED, first launched in 2008, was created to motivate and inspire individuals to get involved within their communities through United Way. The new PSAs, created pro bono by McCann Erickson New York, include television, radio, print, outdoor and digital advertising. The spots demonstrate how local United Ways work with partners in their communities to address pressing social issues and create real, lasting change in the areas of education, income and health.
“United Way has been integral in engaging citizens in their own communities and serving as a rallying cry for issues ranging from hunger to education,” said Brian A. Gallagher, president & CEO of United Way Worldwide. “Through new online initiatives and leveraging the NFL relationship, we hope to display our diversity as an organization, allowing us to further expand our footprint around the country and continue making a difference in real social issues facing our nation.”
The campaign includes companion PSAs developed in conjunction with the NFL – a longstanding partner of United Way – to encourage kids to be active for at least 60 minutes a day, the key message of PLAY 60, the NFL’s youth health and wellness campaign. The television and radio PSAs feature Russell Wilson of the Seattle Seahawks, and outdoor billboards feature players from each of the 32 NFL teams.
The central component of the campaign is an interactive story map on UnitedWay.org that features stories highlighting the success and impact United Way has had in addressing the education, income and health needs of communities across the country.
“The PSAs, NFL relationship and interactive map provide a strong representation of the resonance United Way has all over America. The latest iteration of this campaign brings to life the powerful stories and impactful work of passionate volunteers that make United Way a key organization in the everyday lives of so many,” observed Peggy Conlon, President & CEO of The Advertising Council. “We are proud to contribute to this meaningful mission.”
Per the Ad Council model, the PSAs will run and air in advertising time and space that is donated by the media. Since the campaign initially launched in 2008, media outlets have donated more than $303.2 million in time and space for the ads.
“Through our call to action, ‘Because great things happen when we LIVE UNITED,’ we are calling upon volunteers everywhere to log on and identify how they’ve made a difference in people’s lives,” said Erica Yahr, EVP, Executive Strategy Director, McCann New York. “The map interface becomes an interactive, ever-growing record of the tangible differences that United Way has made.”
The Ad Council
The Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has affected, and continues to affect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org, like us on Facebook, follow us on Twitter or view our PSAs on YouTube.
About United Way Worldwide
With more than 2.8 million volunteers and 9.7 million donors worldwide, and more than $5 billion raised every year, United Way is the world’s largest privately-funded nonprofit. It is working in nearly 1,800 communities across 41 countries and territories to create community solutions that improve life for everyone. Across the world, United Way partners include global, national and local businesses, nonprofits, civic and faith organizations, as well as educators, labor, health organizations, government and more.
About McCann Worldgroup
McCann Worldgroup delivers marketing solutions that transform brands and grow businesses. The company is comprised of a collaborative roster of best-in-class agencies that emphasize creativity, innovation, and performance, including McCann Erickson Worldwide (the world’s largest advertising agency network); MRM Worldwide (digital marketing/relationship management); Momentum Worldwide (event marketing/promotion); McCann Healthcare Worldwide (professional/dtc communications); WGEXP (global production); UM (media management); Weber Shandwick (public relations) and FutureBrand (consulting/design).
About NFL PLAY 60
Designed to help tackle childhood obesity, NFL PLAY 60 brings together the NFL’s long-standing commitment to health and fitness with partner organizations like United Way. NFL PLAY 60 is also implemented locally, as part of the NFL’s in-school, after-school and team-based programs. Since the program was launched in 2007, the NFL has committed more than $300 million to youth health and fitness through programming, grants, and media time for public service announcements. The NFL and its teams have built more than 200 NFL Youth Fitness Zones and integrated programs into more than 77,000 schools nationwide. For more information, visit NFLRush.com.
Director of Media and Public Relations
United Way Worldwide
Kyle.Rouse@unitedway.org or +1 (904) 303-2131
Tom Murphy, Co-Chief Creative Officer
Erica Yahr, EVP, Executive Strategy Director
Jillian Goger, SVP, Group Creative Director
Ferdinand Daniele, Associate Creative Director
Tom Weingard, Associate Creative Director
Sarah Llyod, Senior Copywriter
Kathy Love, SVP, Executive Producer
Catherine Patterson, VP, Executive Integrated Producer
Jill Ann Toloza Integrated Producer
Chandler Simms , Integrated Producer
Dana McCullough, VP, Account Director
Ruchi Ruparel, Account Supervisor
Dianne Lebolt, Talent Manager
Mei Luk, Music Coordinator
Paulette Reiner, Business Manager