Concept
It’s not the thought that matters. That simple notion drives the headlines, imagery and startling statistics in this spec campaign to raise donations for United Way of Southeast Michigan.

Rather than just think about all the horrible numbers everyone sees on the news, these ads challenge the viewer to do more – take action. Because when it comes to issues like these, it’s not the thought that counts.

Deliverables
Concepts and copy for print and web ads in collaboration with an Art Director

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