Charity Opens Hearts And Wallets
Challenge: Radio is known as the toughest medium to do well. But it’s also one of our many strengths. With this radio commercial, the challenge was to create awareness of the United Way drive, and encourage people to give when they were asked.
Research suggested that people are more likely to give to a charity where they can see the results of their contributions. Therefore, this commercial was written about a young deaf boy who couldn’t even hear radio before he was helped by United Way.
This was deemed the most successful campaign in the country, topping even the national campaign.