UNITED WAY AND PANTONE® COLOR INSTITUTE™ JOIN FORCES TO MAKE LOCAL ISSUES UNIGNORABLE
Oct. 1, 2018 - The organization's largest national integrated awareness campaign
shines the spotlight on local issues and unveils multi-media, fully integrated partnerships
Elgin Middlesex, ON – You can't solve a problem if you don't know it exists. In
our busy world, important local social issues can often go unnoticed. United Way
wants to change that.
That's why today, United Way announced that they have partnered with the Pantone®
Color Institute™ to create Unignorable – a brand new colour developed specifically
to highlight local issues and bring attention to the millions of Canadians impacted
by them. This new colour is the foundation of United Way's largest national integrated
public awareness campaign to date.
"From London to St. Thomas, Aylmer and Strathroy, people in our region are often
unaware of the local issues that impact our community," says United Way Elgin Middlesex
CEO Kelly Ziegner. "Issues like local poverty, homelessness and mental health negatively
impact our community by holding too many people back -- especially our young people
-- yet take the dedication and commitment of the entire community to help solve
them. Ultimately, we need this community to show its support. But first, we need
"To highlight these issues, we wanted to create a distinctive color that was virtually
unignorable; a color whose "can't miss" high visibility immediately stops you in
your tracks," says Laurie Pressman, Vice President, Pantone® Color Institute™. "Displaying
a radiant glow that instantly mesmerizes, this irresistibly captivating coral shade
we call "unignorable" stands out from its surroundings, draws immediate attention
and with its high physicality, induces us to act."
The multi-media, fully integrated national campaign, draws on a long tradition of
art for social change. It includes images designed by award-winning international
illustrator Malika Favre, whose bold pieces have appeared on the cover of The New
Yorker and within campaigns for Vogue, BAFTA and Sephora. Favre's customized designs
will captivate onlookers with the Unignorable colour at the forefront, while the
illustrations will command attention for issues that hold too many Canadians back:
poverty; youth unemployment; social isolation; domestic violence; hunger; mental
health; education inequality; and homelessness.
The campaign's launch film, directed by Montreal-based Benjamin Nicolas, uses colour
as a universal language to remind everyone that poverty and inequality surround
us. Awareness is just the beginning, the difference-maker is to act. The video and
all video assets will live on
YouTube and United Way's social channels @unitedwayemca
If you love where you live, you can show your local love by taking action and ensuring
that local issues in Elgin and Middlesex counties are unignorable. Everyone is encouraged
showyourlocallove.ca today to learn more about the issues, find out how
the colour was created and be a part of the movement by sharing the campaign on
social media, and wearing the campaign on unignorable merchandise.
About the United Way Unignorable Campaign
United Way in Canada and the Pantone® Colour Institute™ have joined forces in a
national campaign to help make local issues unignorable. With a shared goal of raising
awareness of local issues that are easily ignored, the organizations have come together
to help motivate individuals to support their local communities. The Unignorable
campaign, in tandem with the United Way's ongoing Local Love campaign, aims to encourage
people to act and address core issues affecting their local communities.
The colour created by Pantone®, aptly named Unignorable, is a friendly and engaging
orange coral whose animated luminosity positively glows. Spirited yet sociable,
the viewer is boldly drawn in to notice Unignorable, and is encouraged to connect
with their communities, sharing their love locally.
In addition to their passion and commitment to the mission of United Way, each of
the following partners on the campaign brought considerable pro bono resources and
bonusing. Credit for the concept for Unignorable and the Pantone and Malika Favre
partnerships go to TAXI. The TV spot was directed by Benjamin Nicolas of 4Zero1,
the colour creation documentary was directed and music designed by Lossless Creative.
Media planning and buying was managed by Touché, a division of Omnicon Media Group.
Public relations, including the Nuit Blanche partnership, was executed by rock-it
About United Way: Since 1919, the United Way Centraide (UWC) Movement has been dedicated
to creating opportunities for a better life for all Canadians. The United Way Centraide
Movement is a federated network of United Way and Centraide offices serving more
than 5,000 communities across Canada. Each United Way and Centraide is registered
as a nonprofit organization governed by a volunteer-led, local board of directors.
Together we are the United Way Centraide Movement working to create sustainable
solutions to the social issues faced by local communities across Canada.
About United Way Elgin Middlesex
United Way Elgin Middlesex is the region's largest funder of non-governmental social
services. Every year, United Way raises millions of dollars that are invested back
into the community to improve lives locally. In 2018, the organization is investing
in 96 life-changing programs that tackle systemic issues like local poverty and
youth success at the root. United Way changes lives now, and for years to come.
Follow us on social @unitedwayemca for the latest #LocalLove and #unignorable updates