Canadians don’t realize that social issues like domestic violence, poverty, and homelessness exist in their own communities. Because of this, these issues are being ignored. To make matters worse, each area struggles with its own set of social problems. That’s where United Way comes in, working locally to provide neighbourhood-specific solutions through funding life-saving programs.
United Way needed a national awareness campaign that would get Canadians of all ages, demographics, and backgrounds to take notice of what’s happening in their own communities. Through this campaign, Canadians would also be given an understanding of what United Way is doing to help.
To highlight social issues being left in the dark, we created new Pantone® colour in partnership with the Pantone Color Institute and called it Unignorable. A high-visibility neon that boldly calls for your attention, yet draws you in with its optimism. It’s a colour that appears to be in constant motion, yet isn’t polarizing like most bright neons.
Working with a world-class illustrator, we then combined our colour with art to visualize each social issue and tell a story that words couldn’t. Through this minimalist, eye-catching design system, complicated and overlooked social issues were simplified in a way that couldn’t be ignored.
Ensuring our campaign was unignorable came down to the details. In order to ensure the utmost brightness and colour accuracy, every piece was screen printed or spot colour printed, and required custom ink from Pantone®. We then ran each ad contextually in neighbourhoods that were affected by that specific issue, specifically targeting those that live where that issue exists. Each region’s media buy differed across the country, down to the specific intersection. Our call-to-action led people to help make that issue #unignorable in their community.