Images of people in need, representative of many causes, were visible during transit commutes to work coinciding with companies’ United Way campaigns. Media placement (10+ images/car) supports the creative message: “If you can’t decide, then don’t. Give to the United Way Community Fund. With your help our whole community gets help.” A first-of-its-kind die-cut further enhanced the message: two contrasting images were connected with graffiti-like tape representing the United Way’s scope of giving.

The 2003 effort helped the United Way raise $71 million in donations, reversing a five-year contribution decline. In addition, negotiations netted 50-75% media discounts, doubling the duration of the plan and reaching over 60% of the target for less than $50,000 in media expenditures.