November 16, 2007

United Way Article in The New York Times

Fraser Communications Ad featured in a New York Times Article

It is not often one gets an agency’s work ad featured in the New York Times. But this week they published a section on Giving and our client, the United Way of Greater LA, was featured. Taking a tough tone the article looked at the way United Way is re-positioning itself to fight poverty in LA. We have been behind the scenes helping to develop the positioning and the messaging that goes with it. Take a look at the smart comment from Elise Buik the CEO. She takes on tough issues and has set some high goals – like 75% graduation rate for high school in LA (right now it varies from 50-60%).

I am 200% behind Elise. She is a strong leader with a vision. We crafted a tough ad campaign that uses pictures of homeless people, including children, These pictures were photographed by Lyn Blodgett, CEO of ACS (a Fortune 500 company). The ads are “in-your-face" but that is what we need. When we were asked by the board if the ads shouldn’t maybe show smiling children, Elise stood behind us and we agreed we need to be tough and serve this problem up for people. In LA it is too easy to drive around poverty – never see it. So, as we say in the ads, "Together we fight poverty… United we win."

Here is the NY Times article for you reading pleasure.

Renee

Topic Tags: ACS, Elise Buik, Fraser Communications, Lynn Blodgett, New York Times, Renee Fraser, United Way

by Renee Fraser

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