Lend a Hand
The Challenge
To many people, “philanthropist” is a title reserved for yacht owners and millionaires. United Way of Northern Nevada and the Sierra (UWNNS)—which relies on donations to support literacy, early childhood programs and emergency aid across Nevada—wanted to change that narrative.
Their mission for this campaign was clear: show good-hearted folks that you don’t need to be in the top 1% to be a philanthropist. Small, regular donations from average people—the ones who love a good sale and splitting the check—can add up to life-changing impact.
What We Did
We started with the most universal symbol of helping: the hand (Bonus: the UWNNS logo features one). But not just one hand—all the hands. Big hands, little hands, hands with tattoos, hands with wrinkles, hands of every shade and size. Each one represented the diversity of the community and the idea that every donor matters. We skipped the sad-song-slow-mo vibe entirely—no tear-jerking shots of children, no stock photos of somber faces—opting instead for a series of playful, visually engaging videos featuring hands directly interacting with the message.
