Why animation was the perfect fit for Knock Out Poverty

By Hailey Stangebye

Question: How do you create a video that advocates for more than 70 local nonprofits without directly featuring any of them?

That was the question we faced when ideating a video for United Way of Central Ohio’s (UWCO) Knock Out Poverty fundraising campaign. Here’s how the campaign works: More than 70 local nonprofits race against one another to raise as much money as possible during a two week period. Those that raise the most money or receive the most donations are eligible for cash prizes from United Way’s $200,000 prize pool.

The end goal of our promotional video for the campaign was to raise awareness and advocate for all of the nonprofits involved, without providing an unfair advantage to any one organization. The video needed to be broad enough to speak to all of the nonprofits, but narrow enough to evoke a compelling, simple call-to-action.

By working with 2Tall Animation, we were able to create a video that speaks to the diverse nature of the work produced by all of the nonprofits involved without directly displaying support for one nonprofit over another.

Animation proved to be an elegant solution. By working with 2Tall Animation, we were able to create a video that speaks to the diverse nature of the work produced by all of the nonprofits involved without directly displaying support for one nonprofit over another.

 

United Way’s Knock Out Poverty 2019 from Warhol & WALL ST. on Vimeo.

 

To structure the video, we leaned on the four pillars championed by UWCO, which are basic needs, good jobs, strong neighborhoods and student success. Our main promotional video touched on all of those elements. Then, we created four smaller pieces that dove into some of the statistics for each of those four pillars. The end result was a series of videos with one cohesive style.

We wanted a video that gave the audience hope that they could make a positive impact on their community.

Animation also gave us a great deal of control over the tone, and, consequently, the emotions that we wanted that tone to evoke. We curated a piece that communicates the reality of the need, while still providing a call-to-action that empowers the viewer’s sense of self-efficacy. We wanted a video that gave the audience hope that they could make a positive impact on their community.

 


 

Basic Needs

United Ways Basic Needs KOP 2019 from Warhol & WALL ST. on Vimeo.

 

 

Good Jobs

United Way’s Secure Jobs KOP 2019 from Warhol & WALL ST. on Vimeo.

 

 

Strong Neighborhoods

United Ways Strong Neighborhoods KOP 2019 from Warhol & WALL ST. on Vimeo.

 

 

Student Success

United Ways Student Success KOP 2019 from Warhol & WALL ST. on Vimeo.