Showing that the face of poverty is moving closer to home, Campbell Mithun has joined Greater Twin Cities United Way in "Connect With Poverty," an interactive campaign that ties the changing face of poverty with a call to action.
The campaign, which also includes print and radio ads and Twitter, Facebook and YouTube pages, shows poverty as a single mom with mouths to feed, a recently laid-off worker in need of a paycheck or an elderly woman no longer able to care for herself.
"To my mind, we were up against two major issues with this United Way assignment," said Jonathan Hoffman, president-chief creative officer, Campbell Mithun, in announcing the effort. "First, most non-profit work, however provocative and right-minded, leaves the viewer still wondering, 'Ok, but what do you want me to do? How do I do it?' Second, could we tap into new media capabilities to make the idea more relevant and actionable? I believe the 'Connect with Poverty' campaign answers both of these questions very effectively."