United Way

Make the Month is an interactive storytelling experience that puts the user in the shoes of a Canadian living in poverty. We worked with United Way of Calgary and Area to create this digital tool to help build empathy and understanding for the realities faced by those struggling to make ends meet.

The experience takes the user through a full month in the life of someone living in poverty. They must make day-to-day decisions on how to allocate limited income while facing challenges around food insecurity, housing instability, health issues, family obligations and more. Each choice has an impact on their finances, relationships and overall wellbeing.

Our goal with Make the Month was to deepen people's understanding of poverty by giving them a small glimpse into the difficult circumstances and decisions faced by far too many in our communities. United Way provided insights based on research and lived experiences to ensure an authentic, impactful experience.

Make the Month aims to equip users with knowledge and empathy that inspires them to take action in their communities to tackle poverty. The tool has been customized for nine different regions across Canada to reflect the local realities. It is available for individuals to explore online as well as for facilitated group sessions in workplaces and other settings.

For their 2022-2023 Brand Campaign, we collaborated with United Way to create a powerful message and visuals around the theme "A Better Tomorrow Starts With You." The centrepiece was an animated commercial that told the story of how each person's actions, no matter how small, can contribute to positive change in the community.

To ensure maximum reach and impact, we developed a comprehensive media strategy deploying the message across multiple touch-points. Static visuals from the animation were featured on billboards, bus shelters, and buses around Calgary. The commercial played in movie theatres and online video ads.

We brought in Studio Dialog to elevate the animation quality and storytelling. Their motion graphics expertise helped bring the message to life in an emotionally resonant way. The characters and scenes connected the audience to United Way's mission.

The multi-channel campaign successfully raised awareness and engagement for United Way. By meeting people where they were with a compelling message, we inspired more Calgarians to get involved in building a better tomorrow for all. The creative collaboration amplified United Way's impact and moved the community to action.