United Way Greater Toronto Is Facing the Issues of Today with Grit, Determination, and a Bold Stance
Within Canada, the current economic landscape has made it more challenging than ever for nonprofits to keep up with emerging needs. How challenging, you might ask? Well, according to research done by United Way Greater Toronto, 100% of Ontario nonprofits will experience increased service demand by 2026, yet only 17% are expected to remain financially stable. In short, now more than ever, organisations like these need to push the creative envelope, reminding citizens why they need to get involved and help, and why the work they do is essential.
This is exactly what United Way Greater Toronto (UWGT) and Sid Lee did last month when the pair released a new creative campaign – the biggest in the organisation’s history – titled ‘Any Way We Can’. Serving as a way of highlighting the programming and services that UWTG offers, the creative, consisting of both a hero spot and OOH, was designed to shift community perception of what the nonprofit actually does. Specifically, by shining a spotlight on the unyielding grit and determination it takes to fight against poverty, and, in the case of the spot, setting the footage of real UWGT workers to Buddy Holly’s ‘Everyday’, it sends a strong message – one that inspires and draws awareness to the value of fighting the good fight.
To learn more about how this massive endeavour came to life, and why it was important to release this now more than ever, LBB’s Jordan Won Neufeldt sat down with Sid Lee associate creative directors Tim Zimmerman and Alex Bird, along with United Way Greater Toronto’s VP of marketing and philanthropy, Nicole McVan, for a chat.
LBB> Launching the biggest campaign in a brand’s history is no small task. As such, what was the brief, and what immediate ideas came to mind?
Tim & Alex> United Way Greater Toronto (UWGT) came to us with a 10-year plan to build a stronger GTA, and it needed a platform that could help. That’s a big ambition! To get there, we wanted to shine a light on the work it’s actually doing in a way that wins over people’s attention in such a competitive space. For us, that meant giving the organisation a platform that would break category contention to fight apathy and get people to care. We came up with ‘Any Way We Can’ to speak to any number of issues, solutions, people, communities, and creative tactics that will help UWGT continue to evolve and communicate in an effective way over the years to come. Even the campaign title itself is a rallying cry for every effort, past and present, to fight the issues surrounding poverty and work to build healthy communities.
LBB> And what made now the right time for this?
Nicole> Timing was crucial. We launched this campaign at a pivotal moment for the GTA, as the region is experiencing unprecedented growth coupled with deepening issues around housing, food security, and the risk of gentrification. The campaign is also strategically timed with people returning to routines after the summer – a moment when they may be more reflective about their roles in the community and open to contributing, and a moment in time they’re used to engaging with our traditional workplace campaigns and ready to get involved with our work.
But more than that, the timing aligns with the urgent need for scalable, innovative solutions. The population across the GTA is growing, and so are the challenges. ‘Any Way We Can’ is our rallying cry to meet those challenges head-on, right now.
LBB> In many ways, the work is designed to shift the perception of UWGT. So, what should more Canadians know? And from a creativity standpoint, how did you approach this challenge?
Nicole> UWGT aims to address the root causes of poverty by mobilising resources and partnerships across the GTA. Through our research, we generate conversations and drive action that shape solutions to complex local challenges. We support over 300 agencies in Peel, Toronto and the York Region in delivering essential services like mental health support, employment opportunities, and emergency housing to those in need. Our goal is to create a stronger, more equitable community for all residents.
Tim & Alex> One of the biggest challenges we faced was bringing clarity to the audience on what exactly UWGT does. Solving poverty is gritty work done every single day by people who care. We wanted to celebrate and not shy away from the work its members do, the grit they show, and even the struggle they go through to help others. I think people respond better to the unvarnished truth than to a glossed over version of what that looks like. So, from that standpoint, there was definitely a tonal shift in how we brought what they do to life. People don’t smile as they’re loading boxes onto a truck, or plating 200 dishes in a kitchen. You lose a sense of urgency. We wanted to present UWGT in a more authentic fashion.
LBB> Building on this, the work was created to respond to the critical social issues of today. You’ve already discussed them, so what is UWGT doing to help?
Nicole> Aside from facing the aforementioned unprecedented regional growth and urgent need to ensure community development head-on, in recent years, we’ve taken on a more active role in spearheading cross-sector solutions that bring together government, corporate businesses and communities in a way no other organisation can. Whether it’s building affordable housing, equitable communities, or fighting poverty, only the intersection of these three sectors will drive solutions because no one sector can do it alone.
UWGT also has an important and unique leadership role in the wider ecosystem of community space and social investment, leveraging our expertise, skills, capacities and community mobilisation to bring these three sectors together.
LBB> To this end, the creative focuses on capturing the spirit of unyielding grit. How did this factor into the writing process?
Tim & Alex> Writing for a film without dialogue is more of an exercise in getting the scenes right and landing the payoff. Knowing we were using real life workers from UWGT and its partner agencies actually worked in our favour. Seeing the real people who do it every day, and the unvarnished reality of what it takes to fight poverty – that’s inspiring. So, in writing the spots, we made a decision to lean into the grit and struggle, not shy away, or present a world that felt inauthentically positive.
Beyond the film, every line of copy had to seamlessly pay off the campaign theme of ‘Any Way We Can’. If it didn’t, we scrapped it. So that gave us a box to play in, and led to endless opportunities for writing, while also being challenging enough to keep our message focused.
LBB> Who directed the spot, and what made them the right person for the job?
Tim & Alex> We were thrilled to have worked with Jason van Bruggen through Suneeva. His body of work perfectly encapsulated the look, tone and style of film we aimed to achieve. His meticulous approach to location scouting, ability to deliver emotional impact through storytelling, and his experience working with real people on set instead of actors all made it easy to see him as our guy. Having recently won multiple Cannes Lions for adidas, Molson and the Canadian Down Syndrome Society, it’s clear the work ethic and attention to detail he brings is remarkable.
LBB> What was the shoot like? Where did it take place, how long did it take, and do you have any anecdotes from on set?
Tim & Alex> We did it all in a two day shoot. Day one started before sunrise. Day two ended well after midnight. Jason showed up early to grab still photography and capture the best lighting, knowing we wanted to show a full morning-to-night journey of our everyday heroes fighting poverty. We travelled around the GTA to locations where UWGT and its partner agencies make a difference. Community hubs and gardens, the West Neighbourhood House in Parkdale, the John Gibson House, even grabbing downtown footage on the fly.
Funny thing is, there was one scene where we actually wanted rain. Showing community gardeners digging in a downpour would have been incredible to capture. We kept looking at weather apps every hour to see how things were shaping up, but in the end, we only got some overcast. Sometimes, it’s up to the weather gods.
LBB> The way in which the work showcases all that UWGT offers is really well done! How did you find the right balance between programmes, and capture the spirit of each in very brief windows?
Tim & Alex> With so much UWGT does, giving all of it the time it deserves was definitely a balancing act. We found that what helped the pacing was building our edits to the music and rhythm of the track. That gave it some momentum and drive that pushed the spot forward. And within the action of a few key vignettes, we aimed to give them a formula of showing the grit, then persevering through it.
LBB> Speaking of music and editing, of course, both these aspects are excellent! What went into bringing the final spot to life?
Tim & Alex> Our production team was incredible in working to secure the right music for us. Music plays such an important role in connecting with an audience and delivering the right tone and message. So, naturally we had a few tracks in mind. We wanted something that contrasted the grittiness you see in the spot. It needed to feel optimistic. It needed to speak to the everyday nature of what UWGT does. And to break through, it needed a bit of nostalgic charm. We reached out to TA2 for some additional digging, and Buddy Holly really hit all three of those perfectly.
As for the editing – it’s always such a fun part of the production process. After months of thinking about it, then filming it, you’re finally taking all the pieces and turning it into something tangible. Our editing was done in-house by an amazing team. There are so many thoughts and feelings in the room we wanted to explore. Building a story arc that presented a world of UWGT fighting poverty from morning to night literally took us many days, morning to night, to truly bring to life.
LBB> As a whole, what challenges came with this project, and how did you overcome them?
Nicole> Launching this brand campaign presented several challenges. First, we had to work within a tight six-month timeline, which left little room for adjustments. Balancing creativity and strategy under this pressure was no easy feat. Additionally, we had to be mindful of our budget, ensuring we maximised impact without compromising on the quality or scope of our vision. And, most importantly, it was crucial that the campaign authentically reflected UWGT’s mission – making sure it clearly communicated the work we do in community building and tackling poverty.
We overcame these challenges by fostering strong collaboration across our teams and tapping into our long-standing relationships with community partners. This allowed us to stay focused on the end goal while also being nimble and adaptable. We also leaned into the deep trust we’ve built with the community, ensuring that every decision reflected our core values and the authentic spirit of our work.
LBB> What lessons have you learned in the making of this campaign?
Tim & Alex> I think what we can take away from this as a whole is that with talented people and a passionate client, it’s possible to go from brief to launch (and make needle-moving work) in a short few months. Everyone hustled. We saw the finish line and worked together to make it happen.
Nicole> One of the biggest lessons we’ve learned is the importance of being agile. Even with careful planning, the best results often come when teams are adaptable and willing to pivot when needed.
Authenticity and transparency also stood out as key drivers of success. By keeping our messaging honest and highlighting the real stories and impact behind our work, we were able to create deeper connections with both new and existing supporters.
Lastly, collaboration is everything. This project wouldn’t have been possible without the collective effort of our staff, volunteers, and partners who worked together seamlessly under tight constraints.
LBB> Since launch, how have people responded to this campaign?
Nicole> The response has been overwhelmingly positive. We’ve seen tremendous support and enthusiasm, not only from the public, but also from our community partners, many of whom have reached out wanting to amplify the campaign and help us spread the message. People are particularly drawn to the authenticity behind the campaign – our approach of giving an honest, behind-the-scenes look at how we’re building community hubs and working to end poverty has resonated deeply. This has sparked a groundswell of support, with many recognising the real and lasting impact of our efforts on the ground.
LBB> Finally, for Canadians looking to get involved, what can they do to help?
Nicole> As an immediate action, we encourage people to visit unitedwaygt.org to learn more about our innovative initiatives and programmes that are changing the systems that enable poverty. It’s important to understand how UWGT’s impact is deeply rooted across the GTA and is built on a foundation that’s unlike any other, with expertise in community-led and serving programmes, meaningful research and public policy work conducted with Canada’s leading academic institutions and longstanding, and cross-sector partnerships with government, social services, community organisations and the corporations that drive our economy.
Ultimately, we hope to inspire transformative giving among individuals, foundations, communities, and corporations across the GTA in any way they can, to support UWGT’s goal to shape a society where everyone can aspire to a good life today, tomorrow, and for years to come, where the growth of our region is a force for good.
