BVK, United Way honored with “PSA of the Year” award
Cause Marketing
BVK and United Way were recently honored with the “PSA of the Year” award at the PR News 2018 CSR and Nonprofit Awards Luncheon. The winning work was the “Join the Fight” Public Service Announcement, which was created to raise awareness about critical issues such as homelessness, domestic violence, opioid abuse and human trafficking.
The objective for the PSA is simple: United Way wants people everywhere to “Join the Fight” for the health, education and financial stability of every person in every community.
Unlike past campaigns, BVK and United Way made a concerted effort to go beyond depicting only the positive outcomes of its work. The research directly indicated that, in order to maximize impact, the full story needed to highlight the harsh realities of the gritty, ugly problems facing the communities that United Way serves.
Ultimately, the viewer is left with the sentiment that regardless of who you are, where you come from, or what your problems are, United Way will fight for you. It was very important for United Way to use authentic, real human faces in “Join the Fight.” In fact, not all talent in the PSA were professional actors; rather, they were real people profoundly affected by the problems United Way fights.
View the winning PSA below:
