BRINGING HEART TO DOWNTOWN SEATTLE

With a downtown location with abundant foot traffic, United Way of King County had long used a side of its building as a billboard-like space to foster brand recognition and encourage donating to the nonprofit. However, it was difficult to measure the success of those efforts.

An opportunity to change things up arrived, and the team quickly concepted a number of positive, uplifting, and “Instagrammable” street-level murals to engage passerby. The resulting “Seattle Heart” mural and supporting digital campaign was an immediate success, inspiring social influencers, a national team mascot, and many passerby to not only pause and take photos, but also use the campaign’s hashtag and visit the custom site.

In the end, engagement and impressions both far exceeded goals, and the mural itself was such a success that it remained in place well past its intended timeline.

Design: RA; Social: VS; Web: AA; CD & words: Me.