.jpg)
United Way of Greater Chattanooga · “100 Days, 100 Ways”
100 days. 100 ways.
A 100-year celebration built to turn individual community members into their own version of United Way.
United Way’s local Chattanooga chapter came to Maycreate ahead of its 100th anniversary, needing a campaign to drive volunteer participation and donations leading into its Impact Day.
United Way’s actual work, funding and coordinating other nonprofits, is inherently hard to make visible, since the organization operates behind the scenes. For its centennial, it needed the community to feel and participate in its impact, not just hear about it.
United Way’s role is to empower other nonprofits. We extended that thread to individuals, reframing the campaign so every person could become their own United Way.
We built “100 Days, 100 Ways,” spreading the ask across 100 days using a running device of numbered ways to help. The rollout moved through three phases: awareness, then Impact Days messaging, then a closing thank-you paired with an impact report — all layered onto United Way’s centennial logo with celebratory, “building blocks of community” graphics.
Brand
Website
Environmental
Advertising
Social Media
Copywriting
Community
The campaign became one of our most visible local activations, with banners still up downtown years later. Its energy directly shaped what came next: United Way asked us to rebuild its full brand guide around the same spirit for its next 100 years.
years of United Way in Greater Chattanooga
ways to serve, nominated by the community
Impact Days closing the campaign, September 16–17
.jpg)
%2B(1).jpg)
“United Way is not an organization. It's a way of living.”