CHALLENGE
United Way of Broward County needed to overcome significant obstacles in rallying the community to contribute to its fundraising campaign. Prior feel good campaigns were providing a diminishing base of contributors at the same time as competing charities were eroding the United Way brand.

SOLUTION
Ambit's initial research indicated that contributors wanted a United Way that did more than collect money and distribute it to agencies. Ambit created a campaign that focused on the organization's growing role as a leader in identifying and solving community problems. The call to action was a motivation to residents and businesses to invest in a stronger community through United Way.

Ambit created a "Super Hero" character with ads and posters depicted him feeding the hungry, helping children succeed, and responding to disasters. The campaign, which was seen in local publications, business offices, the Fort Lauderdale-Hollywood International Airport, and other high-visibility locations, reminded the contributor that they also become a hero by helping the less fortunate.

RESULTS
The United Way of Broward County's campaign inspired thousands of businesses and individuals to answer the call to improve lives and meet critical needs in the community. The "heroic campaign" raised $13.3 million.