United to End Homelessness, empowered by United Way, is committed to ending homelessness in Orange County, CA. We were inspired by UC Irvine’s groundbreaking study “Homelessness in Orange County: The Costs to Our Community.” Facts revealed an almost 50% reduction in costs per year for the county, should the homeless be placed in supportive housing. More research revealed several flagship cities had reduced their homeless rates by 50% in less than three years.
The impetus of our campaign was to create an emotionally-charged message and arresting visuals that would ensure funding partners, service providers, business and faith leaders, and the public’s involvement. We were tasked with developing the campaign’s brand strategic positioning, visual identity and directed messaging for digital marketing, social media, print publications, outdoor advertising and a robust website.