This year marked the 40th year of the FedEx Cares United Way Campaign. That’s a span of four decades in which FedEx and United Way have teamed up to fill in the blanks of the communities they serve, focusing on areas such as education, income, and health.
At inferno, we saw an opportunity to create a campaign concept that explicitly represented the gaps these organizations have been able to help fill over the years. The headline “Four decades of __________________.” allowed us to fill in the blank with the specific ways this campaign has improved communities.
Our creative team held photo shoots in Memphis and Pittsburgh, capturing action shots of actual volunteers to make the concept imagery as authentic as possible across all executions and tactics.
We’re extremely proud to be a part of this campaign. And if you’d like to learn more about what it is and how it works, visit fedexcares.com.