As they continue to battle against local issues like domestic violence, child hunger, poverty, homelessness, social isolation, bullying and mental health, the United Way recently partnered with Pantone Color Institute to create Unignorable – a new neon coral colour.
The United Way is unlike most other charities – they don’t just tackle one issue, they try to tackle many. The many issues that linger in all of our neighbourhoods, but can go unnoticed. But that makes it difficult for people to understand what the United Way does, or why they should care. Working with The Pantone® Color Institute, and understanding the science behind it, the colour that was developed is a vivid coral orange that instantly draws your attention. It has a neon undertone that radiates pure heat, while exuding a warm, friendly, optimistic vibe. It also invites people to make the issues #UNIGNORABLE by showing their local love through sharing on social, buying custom merchandise or making a donation to a local United Way.
In-keeping with a tradition of art being a catalyst for social change, a powerful, graphic design approach was key to the campaign. Working with notable international illustrator Malika Favre, whose work has appeared on the cover of The New Yorker, as well as campaigns for Vogue, BAFTA, Penguin books and Sephora, gives this campaign true stopping power.
The #Unignorable colour will profile the issues The United Way confronts through online video, out-of-home, social content and contextual installations, with a deeper story being told on the #Unignorable microsite (ShowYourLocalLove.ca). Branded #Unignorable merchandise, done in collaboration with Peace Collective, will help permeate the message. And the campaign will kick-off with a public art installation at North America’s largest public art festival, Nuit Blanche, on September 29th.
United Way Senior Vice President Donor Relations & Marketing, Goodwin Gibson added, “This campaign is United Way’s largest integrated public awareness campaign to date, and a fresh, contemporary approach for our trusted brand.”
The campaign made its public debut at Toronto’s Nuit Blanche on September 29 through an art installation that emulated the feelings of isolation, helplessness and uncertainty that millions of Canadians experience.