Our True North was to drive awareness about what the United Way of Massachusetts Bay does and how this sets us apart. Because you said so is a twist on the age-old saying of “Because I said so” which is typically geared toward children or subordinates. By flipping the script we were able to let residents know that they have a platform with which to make their voices heard. There is no guessing, no assumption, only action based on the facts.

To do this, we executed a strategic and diverse campaign across a variety of channels, including paid social + search, linear television, out-of-home, audio, print, and digital to ensure that United Way of Massachusetts Bay was top-of-mind for our target audience as the organization that drives equity in Eastern Massachusetts.