CHANGEMAKERS

A Black family of four sitting in a cozy living room with wooden paneling, smiling at the camera. The father and son are on the left, and the mother and daughter are on the right, sitting on a beige couch.

A smiling young Black man standing outside the YouthLink building with bushes and trees in the background.

A racially ambiguous woman with curly black hair wearing a gray cardigan and black top, smiling while working at her computer in an office cubicle, with photographs and a plant on the background walls.

Director, Producer and Writer: Andrea Ellen Reed Videographers: Chris Jopp & Bud Burge Editor: Bud Burge

The Greater Twin Cities United Way was looking to create an ad campaign that ran at the Minneapolis St. Paul International Airport that would increase awareness about the many things that United Way does in the region and inspire people to learn more about the organization and ultimately volunteer their time. With limited time and resources, I knew we needed to create a video that would capture the attention of passersby as well as serve as a piece that the United Way could use in various applications from annual reports to social media to fundraising. To ensure we met all of these goals, I devised a concept that highlighted five of their efforts (advocacy, youth housing, education, suicide prevention and food insecurity) in a :30 sec spot to run at the airport and on social and shooting still environmental portraits to use at a later date. The project was successful and got over 500k impressions during its 2 month run at MSP airport and was used in multiple platforms from the annual report, the workplace fundraising campaign, 988 Suicide Prevention Line roll out, economic opportunity campaign and social media posts.

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