Don't Judge
a Book.

United Way needed a campaign that would demonstrate the positive, transformative effect that donations have on people in need. With no paid media budget — relying entirely on donated ad space — every execution had to work hard in print, out-of-home, and television.

We grounded the entire campaign in one of the first lessons we learn as children: don't judge a book by its cover. It's a universal truth that cuts across demographics and made the work immediately relatable.

The campaign ran successfully across all three channels, with each execution reinforcing the same powerful idea through different visual and narrative lenses.