Yukon Government
Adapting a national message of hope through a Yukon lens
MBDC brought United Way’s 2-1-1 service to Yukoners with a campaign across mail, print, radio, transit and social, adapted from the national brand.
Challenge
United Way runs 2-1-1, a phone line and online directory that helps people find community and social services. It’s a national program, but each province and territory runs its own service, so the help you reach is close to home. Plenty of Yukoners who could use 2-1-1 didn’t know it existed here, and the campaign had to change that while staying inside the national campaign’s branding.
Solution
We started with the issues Yukoners were actually facing and wrote the messaging around those, rather than translating national copy and hoping. We kept the look and feel of the national campaign, which meant the work arrived carrying United Way’s credibility rather than building its own from scratch. Then we put it everywhere people already were: direct mailers, community posters, social ads, newspaper, radio, community television and transit.
Results
Yukoners met 2-1-1 in their mailbox, on the bus, on the radio and in their feeds, in words about the issues they were actually facing. The campaign carried United Way’s national credibility and still sounded like it came from here.
