United Way of Mass Bay (UWMB) had long been recognized as a major philanthropic organization in Massachusetts, but shifting donor behavior and outdated public perceptions had created a disconnect between its legacy and its evolving mission. While United Way had embraced equity, community engagement, and impact-driven initiatives, it was still seen primarily as a traditional fundraising entity rather than a changemaker in modern philanthropy.
Proverb was tasked with developing an awareness campaign to reposition UWMB in the public consciousness, shift perceptions from funder to changemaker, and reinforce its commitment to equity.
The “Because You Said So” campaign was designed to:
Through storytelling we aimed to redefine what United Way of Mass Bay stands for today.
To create a compelling campaign, we first needed to understand the gap between perception and reality. Research and stakeholder interviews revealed that while United Way had strong brand recognition, many people misunderstood its modern mission. It was still widely associated with corporate partnerships and large-scale donations, even though it had evolved into a leader in equity-focused philanthropy. This disconnect contributed to declining donations, despite an overall increase in charitable giving nationwide, highlighting the need for clearer messaging and deeper audience engagement.
With this insight, we developed a campaign to challenge outdated perceptions and reinforce United Way’s role as a modern, community-driven organization. “The Because You Said So” campaign concept tied United Way’s impact directly to the voices of the people it serves, emphasizing that it listens and takes action based on real community needs. This approach moved the brand beyond passive philanthropy, positioning it as an active force for change. The campaign featured real community members and organizations, reinforcing United Way’s commitment to listening and responding. The geometric design elements were inspired by sound waves, symbolizing how every individual’s voice resonates and drives impact. As part of our work with United Way of Mass Bay, we redesigned the website to ensure that when people engaged with our ads and visited the site, they could easily understand United Way’s mission and take action. The campaign includes transit ads, OOH ads, print ads, digital ads, social media ads, and google search.
One of the biggest challenges was redefining a legacy brand without alienating longtime supporters. We carefully balanced the messaging to honor United Way’s history while pushing forward its new vision. By emphasizing inclusivity and collective impact, the campaign ensured that all audiences—longtime donors, new supporters, and community members—could see themselves reflected in United Way’s mission and feel empowered to take action.
The Because You Said So campaign successfully reintroduced United Way of Massachusetts Bay as a modern philanthropic leader, increasing awareness, engagement, and donor interest across multiple channels. It generated over 34.6 million impressions through digital, social, and traditional media, with strategic out-of-home placements in key Massachusetts cities and a linear TV presence on WCVB to reach all target demographics.
The campaign drove 35,334 website visits, accounting for 53% of all United Way site sessions between May and November 2024, with an average session duration of 3 minutes and 27 seconds, indicating strong audience interest. Targeted media efforts, including paid social ads on Meta and LinkedIn, engaged donors, civic leaders, and key stakeholders, while audio advertising on NPR, WBUR, GBH, and The Codcast connected with highly engaged Massachusetts audiences. A Boston Business Journal homepage takeover and email campaigns directly reached top business leaders and corporate donors. By aligning brand storytelling with high-impact media placements, the campaign successfully shifted perceptions, increased engagement, and positioned United Way as a forward-thinking, equity-driven organization.