United Way brings in Ogilvy to convey change in mission

WASHINGTON: The United Way of America (UWA), still in the midst of a sweeping change in mission, has tapped Ogilvy PR Worldwide as its latest AOR.

WASHINGTON: The United Way of America (UWA), still in the midst of a sweeping change in mission, has tapped Ogilvy PR Worldwide as its latest AOR.

The WPP firm was awarded the contract without a competitive pitch. Ogilvy has worked with the UWA on several projects in the past two years, including Success By 6, a preschool prep program, and 2-1-1, a hotline that connects callers with appropriate charities.

Hill & Knowlton had served as the UWA's AOR from 2000 until last year, when that contract expired. The length of the current contract is one year, according to spokesman Phil Jones.

After more than 100 years of focusing strictly on raising funds, the UWA is changing its mission to emphasize community service. But with a 95% recognition rate among the public for its old mission, the UWA admits to facing serious challenges in changing perceptions.

"Ogilvy will help continue efforts to reposition the UWA in the minds of Americans

from just a fundraiser to a community-impact organization," said Jones. "They will also provide strategic counsel and additional resources on a number of different projects."

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