United Way and Truist Financial Corporation has released a television and social media advertising campaign to spark hope and optimism for the future, at a time when America is confronting social and economic upheaval.
Created and produced by StrawberryFrog New York and directed by award-winning filmmaker Fredrik Bond, through MJZ, the film features an original poem, Live United, penned by America’s inaugural National Youth Poet Laureate, 22-year-old Amanda Gorman. The piece was inspired by United Way and is a reminder that anything is possible when communities unite.
‘Live United‘ gives voice to the on-going partnership and shared commitment between Truist and United Way to build better lives and communities.
Gorman’s clarion call to “dare to care, to be hope-sided” drives home a powerful and hopeful message about the opportunity ahead to build a better America, where every person is respected, every voice is heard and every community thrives.
This shared commitment is underscored by the $7m grant to the United Way Covid-19 Relief Fund as part of the financial services company’s Truist Cares initiative, a co-operative effort between Truist Financial Corporation, the Truist Foundation, and the Truist Charitable Fund to pledge $50 million of philanthropic support to provide communities, organizations and individuals disaster relief and assistance during the pandemic.
‘Live United‘ shows a montage of different Americans defined by changing circumstances, occupations, communities, and demographics, but all unified as they stop to listen to Amanda’s poignant words emanating from various devices and are inspired by renewed optimism.
‘Live United‘ launched nationally through mid-August.
“At Truist, our purpose of inspiring and building better lives and communities has never been more urgent,” said Susan Somersille Johnson, chief marketing officer at Truist. “We are proud to partner with United Way as we strengthen our communities. Together, our ad gives voice to America’s first youth poet laureate Amanda Gorman and her inspiring call to meet tomorrow with hope.”
“There has never been a greater need in America to come together to create positive, lasting change. We look forward to driving this change in partnership with Truist, to reimagining our communities and rebuilding a country that is equitable for all,” said Stan Little, chief experience officer at United Way Worldwide. “We must all do our part, working United, to make our communities the places that we need them to be – equitable, respectful, and opportunity filled.”
“The team at StrawberryFrog is honored to have been given the opportunity to partner with Truist and the United Way to create and produce this genuinely extraordinary campaign,“ said Scott Goodson, chief executive officer at StrawberryFrog.