United for America

Developed an identity system, two websites, print ads, social assets and video graphics for Unilever’s “United for America” campaign. The campaign was driven by collective action to meet the essential needs of communities hardest-hit by COVID-19. The campaign is now in Phase III.

Background: As the COVID-19 crisis hit, brands struggled to find their charitable lane. Edelman identified an issue that Unilever was uniquely positioned to solve – connecting frontline aid organizations with essential supplies – and partnered with them to create a Day of Service, where the equivalent of one day of production was donated to partner organizations including Feeding America & Direct Relief. Unilever secured 96 partners, donated 2.7M+ units of product to 138 food banks, sent over 4K “thank you” letters to frontline workers & volunteered 2.5K+ hours to support those impacted by COVID-19.