Canadians don’t realize that social issues like domestic violence, poverty, and homelessness exist in their own communities. Because of that, these issues are being ignored. United Way needed an awareness campaign that would change that.

So we created the brightest colour in the world in partnership with Pantone® and called it Unignorable. A high-visibility neon that calls for attention, yet draws you in with its optimism. It was the foundation to every execution. Bold, minimalist artwork became our print and OOH ads. An interactive art exhibit emulated the feelings of uncertainty and isolation. Online videos depicted the hidden side of social issues. We partnered with Adidas® to create Unignorable sneakers, using social influencers to spread our message.

We used the power of colour to simplify complicated issues. And with 135 million impressions, our campaign helped raise $110 million in donations - a record-breaking amount for any United Way in the world.