Hasta La Creative!

BVK launched a new PSA campaign for education, health and financial stability charity United Way, entitled “Join The Fight.”

A 60-second anthem ad doesn’t shy away from the harsh realities of the issues United Way takes on.

“Problems: the ones most people don’t have the stomach for, the ones nobody talks about at cocktail parties,” the voiceover begins, over black and white footage of desolate, deserted cityscapes and scenes suggesting domestic violence, drug abuse and homelessness. “We go looking for them,” it continues, elaborating on the charity’s efforts to tackle such critical problems in “unforgiving cities, desolate towns and seemingly docile suburbs.”

It’s a bold, attention-grabbing approach and a distinct departure from United Way’s previous advertising — a world away from, say, a Glee-fueled celebration of the charity’s success at increasing high school graduation rates. 

“We needed to help people understand what those problems were, not just show the aftermath of everything being clean and pretty,” United Way CMO Lisa Bowman explained to Adweek. “It’s about taking a hard, realistic look at what’s happening in our communities today and the work that United Way is encouraging people to join us in the fight against.”