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In the past, Putnam employee donations to the United Way had been strong. The challenge was to create a campaign that would help continue and surpass this trend. I wanted to create a hard-hitting campaign that made an emotional connection with Putnam employees.

The design and copy show that the recipients of United Way donations have extremely serious, life threatening problems when compared to those of most of Putnam's employees.

This campaign was a Best of New England winner and increased donations by 25 percent.