United Way of Austin

Employee Giving Campaign

ROLES

Creative strategy, creative direction, art direction, copywriting, cinematography, sound design, editing, color correction, production, translation, photography

PROJECT FOCUS

United Way is already well-known and well-loved in the Austin community. When UWGA came to us for their annual employee giving campaign, however, they shared what’s not well known amongst their audience: what the word “philanthropy” actually means and what it takes to be a philanthropist. We set out to change that, and to make giving as easy as 1-2-3 for all.

“Working with Hunt, Gather meant we weren’t going to get the same creative we’ve seen time and again. It meant fresh, strategic thinking and a new way to approach the campaign to get everyone excited and wanting to be a philanthropist for our community.”

– HEATHER BECKEL-LUECKE

They say you should never work with kids or animals. We’ve done both, successfully. Our concept for UWGA’s employee giving campaign focused on breaking down preconceived notions about philanthropy and what it takes to be a philanthropist. And no one can do so quite as quickly and effectively as kids. From asking them to define philanthropy to having them explain why giving back is important, our kids didn’t disappoint. In fact, they taught us a thing or two, and kept us laughing for days.

Philanthropy isn’t lost in translation. A critical part of the United Way for Greater Austin’s annual employee giving campaign is to reach our growing and ever-changing community’s multilingual audiences. For us, that goes beyond providing translation services and simply checking a box. Alongside UWGA, we worked with native Spanish speakers to review our content through a conversational Spanish lens to ensure that the concept still did the heavy lifting we needed while remaining approachable and engaging.

Together with UWGA, we produced ten videos, for use across all of their social channels, as well as during employee giving campaign meetings and on their own site via a landing page environment. We also interviewed several recipients of United Way for Greater Austin’s assistance programs, as well as employee giving campaign philanthropists, to be featured in their printed brochure, allowing us to tell the full campaign story and showcase the impact it’s made on local families and individuals.