A pattern of black hearts on a dark grey background with a little red heart called out.

United Way

United Apart

In a year where everyone had to keep their distance, our campaign was only visible from 6 feet away.

The Challenge

With rules & restrictions keeping people apart, a city was in need of unity and leadership and a community was in need of connection.

The Background

united way calgary

United Way of Calgary & Area is committed to standing #UnitedApart to ensure vulnerable Calgarians have the help they need to overcome the COVID-19 crisis and emerge stronger and more resilient. They wanted to lead the community by reminding everyone that although we need to remain apart, we are all united.

A man wearing the United Apart t-shirt in front of a brick wall.

The Solution

6 feet away

COVID-19 is challenging us all to keep a safe physical distance while focusing on social connections to keep our communities strong. The campaign message on these transit ads, newspaper ads, and t-shirts is visible from — you guessed it — 6 feet away.

This was back when people were only just coming to terms with being six feet apart. The campaign was only visible from — you guessed it — 6 feet away.

A series of outdoor posters showcasing the United Apart creative from United Way.

The Work

Print Ads

By creating a pattern of tiny hearts then stamping them with the text "United Apart" faded out in the background, these print ads were placed in the Calgary Herald where it was suggested readers cut them out and place in their windows.

The United Apart print ad displaying the graphic that you have to read from a distance.

A woman walking in front of the United Way poster at the train station.

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Happy baby heads floating on a light blue background

Alberta Health Services

Pride Tape

University of Alberta

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