United Way Newfoundland and Labrador

There’s 911. And for just about everything else involving services in your community, there’s 211 Newfoundland and Labrador, a service developed by United Way. But most people weren’t aware of the value of the 211 service, or that it even existed. United Way asked us to rectify this lack of awareness and guide more people to their valuable resource, connecting people to the community services they need.

Through research and collaboration with the client, we concluded a digital video campaign plus radio support was the best mechanism to grab attention and get the word out. Since 211 is all about beneficial conversations, we used those conversations as the concept itself – short question/solution discussions presented visually on digital billboards and the web. The concept was recognizable and eye-catching, with easy-to-digest language. Our videos and radio had two objectives: inform the public what 211 is, plus the many community services it can direct you too. And they did just that, with an immediate uptick in calls to 211!