United Way Worldwide Case Study

United Way Worldwide

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Setting the Scene

thumbnailFor United Way Worldwide, telling its brand story requires going far beyond the walls of its headquarters. The organization is constantly looking for creative and efficient ways to showcase the work of its 1,800 chapters, located in 40 countries and territories across the world. The Day of Action, the organization’s annual event that mobilizes volunteers to give back to their neighborhoods, is a prime example United Way’s ambitious mission to improve lives around the world.

Although the Day of Action offers the perfect set to showcase the energy and passion of United Way’s local chapters, assembling these stories from afar proved nearly impossible for the national marketing team. The team tried collecting video clips from participants through GoPros and smartphones, but the scattered videos did not translate into a coherent story. Their challenge was to find professional, local videographers to capture the energy and emotion of these events, and a team of people who could manage the production process and all of its moving parts.

Connections Made

United Way turned to Skyword to bring the day to life through short videos in three US locations and one abroad. They needed to complete this multi-location project in four weeks.

Skyword worked with United Way to develop creative briefs, select videographers, and oversee the production process. The Skyword team managed the entire process within Skyword Video—from accessing and communicating with creatives, to detailed (time-stamped) rough-cut reviews and final approvals.

The videos highlight events in Milwaukee, WI; Raleigh, NC; Chattanooga, TN; and Sydney, Australia. Each is 30 seconds long, and easy to digest and share on social media.  In each story, volunteers explain what motivates them to participate and how the organization’s values take shape in their lives. United Way posted the videos on Twitter and Facebook, and encouraged its constituents visit unitedway.org to learn more.

Breaking Through

unitedwaycs2The Day of Action videos are valuable points of reference for United Way to build awareness about its work and grow its community around the world. The videos have been viewed thousands of times across social channels and serve as inspiration for potential volunteers.

With Skyword Video, United Way Worldwide has a simple, scalable, and cost-effective way to motivate volunteers through visual storytelling to Live United. So far, the strategy is paying off.


  • Completed four-part video series, across four locations, in four weeks.
  • Drove over half a million views.
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