United Way launches digital video campaign with FanTrust

For the first time, a number of United Ways across Canada have combined forces to produce a video campaign and to tap online digital audiences. United Ways in Vancouver, Calgary, Halifax and Toronto, along with support from Winnipeg and United Way Canada collaborated to create two compelling video shorts intended to open the eyes of more Canadians and support fundraising efforts.

The “A Way Out” video campaign announced today portrays vulnerable groups of people (youth and homeless) and connects donors to the positive impact their donations can have in transforming lives. Publicis Toronto, the United Way’s pro-bono ad agency created the videos specifically to ignite the emotional driver of donor behaviour – the ability to enable change in our communities. With innovative special effects, these new video shorts show and tell a story of metamorphosis, providing the heartfelt motivation to donate to United Way.

Vancouver digital media consultancy FanTrust chose YouTube’s top Canadian partner BroadbandTV to implement its distribution strategy. BroadbandTV will leverage its ‘Opti-Find’ technology to ensure that YouTube users easily connect with the United Way’s videos as well as drive traffic and awareness within its viewership. BroadbandTV ranks globally among YouTube’s 20 most-viewed entertainment partners along with media giants CBS, BBC and FOX.

There’s only one problem with their distribution strategy, video embeding has been disabled – so you’ll have to view them here and here.