'Every One Counts' for United Way

Campbell Mithun Effort Promotes the Power of One Action

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Campbell Mithun, Minneapolis, has launched a pro bono campaign for Greater Twin Cities United Way encouraging people to take one small step to make a big difference. The integrated campaign, "Every One Counts," demonstrates the power of $1, one donor or one donation to affect people in need.

The effort centers around a video piece that shows the power of giving $1 or donating the price of one weekly latt?, round of golf or pizza, with digital and mobile banners, out-of -home displays, coffee sleeves with a QR code and radio spots playing off the theme.

The idea for the campaign came from "a lot of we were hearing in the marketplace that everyone should pitch in, that we as a village can affect some change," says Campbell Mithun Chief Creative Officer Heath Rudduck. "It's what I tell my kids -- do one beautiful thing a day. The simplicity of that demonstrated the value of an organization like United Way. They are part of the community because they are formed by the community."

Animation for the spot was created by freelance designer Manny Bernardez, who used a simple approach to back up the overall message.

"We needed [the video] to tell the story without the audio. The visual animation that Manny helped us create became a lovely visual storytelling wallpaper," Rudduck says. "The animation style was really important. We wanted it to feel tactile -- not too polished, not too glossy. [Then] we took the message from the video and brought it into life in the posters."

Haworth Media handled media placements on the campaign, which will run through the beginning of November to help United Way with its annual fundraising effort to benefit its nine-county Twin Cities region.

"The lovely thing about the simplicity of the story is I can use it anywhere and everyone gets it," Rudduck says. "It's a great demonstration of being able to unearth a really simple truth, put it together in a way that tells a story and get it out there in a way that 's appealing to as many people as possible."