Visual storytelling wins in conciliatory United Way campaign

The Manifesto video of United Way’s Labor Day campaign, 2019.

United Way is one of the most reputable and global nonprofit organizations in the world. In the US, it works in coalition with 1,200 local United Way offices to pool efforts in fundraising and support. Its main focus is to identify and resolve pressing community issues and to make measurable changes in communities through partnerships with schools, government agencies, businesses, organized labor, financial institutions, community development corporations, voluntary and neighborhood associations, the faith community, and others.

To celebrate Labor Day in 2019, United Way launched a video campaign which heavily relies on visual storytelling. An accelerating montage of images of bridges from around the world works as a call to action to work and live united.

The music, a soothing in-crescendo theme created and composed by Guillermo de la Barreda, founder of music and sound design studio Dos Brains, helps the viewer reflect on the bridge symbol and sets a peaceful tone.

The video ends with the message:

“We are better united than divided. Live United.”

Definitively a message in line with United Way’s core narrative and motto, and very timely, given these divisive times, not only in the U.S. but in many other countries in the world.

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