Feeling compassion for people stuck in poverty is easy. Taking the next step is where breakdowns occur. People can’t see how they can make a difference. Broken Heart Love Affair and United Way Greater Toronto (UWGT) are calling on people across the Peel, Toronto and York region of Canada to get in the way of poverty. The campaign offers a clear way to act and stand with United Way Greater Toronto.

“Get in the Way is about refusing to accept poverty as inevitable,” stated Heather McDonald, president and CEO, United Way Greater Toronto. “It is about choosing to stand between people and the barriers that keep them from living safe, healthy and hopeful lives. Every person who gives, advocates or gets involved becomes part of a movement helping build pathways to opportunity across the GTA. That is the power of United Way, and that is the power of community.”

The hero film, We Are the Way, directed by Niels Windfelt, follows a mother and young daughter as they flee an abusive situation and journey toward safety. As they move through forests, streets and neighbourhoods, residents across the GTA quietly point them forward, each becoming part of the way that leads them to refuge.

“Every character in this film represents an ordinary person choosing to help a stranger escape a bad situation,” stated Sara Radovanovich, creative director at Broken Heart Love Affair. “It’s all about showing the impact of getting involved and supporting our neighbours through supporting the United Way.”

The film contrasts the fear of the mother and child’s journey with the growing momentum of a community guiding them toward safety. The campaign extends across television, online video, streaming, radio, and out-of-home, with placements on TV, OLV, streaming, digital, and audio channels across the GTA.

Broken Heart Love Affair’s new platform and campaign show that by bringing people, resources and community expertise together, UWGT can see how the many facets of poverty intersect, and direct support where it can have the greatest impact. Get in the Way turns idle compassion into a clear, urgent act of collective power, rooted in a simple strategic belief: united is how we push forward.

Credits:

Agency: Broken Heart Love Affair
Chief Creative Officer: Carlos Moreno
VP, Strategy: Carly Miller
Creative Director: Sally Fung, Sara Radovanovich
Art Director: Sally Fung
Copywriter: Sara Radovanovich, Layton Wu
Head of Design: Dave Watson
EVP, Managing Director: Joline Matika
VP, Business Lead: Amy Greenspoon
Group Account Director: Kayla Christenson
Account Director, Brand Lead: Tiffany Stewart
Project Specialist: Sarah Shiff
SVP Executive Producer: Erica Metcalfe
Senior Producer: Ann Caverly
Studio Artist: Elton Clemente

Client: United Way Greater Toronto
Chief Executive Officer: Heather McDonald
Vice President, Philanthropy & Marketing: Nicole McVan
Director, Marketing, Donor Experience and Events: Alka Graham
VP, Communications and Public Affairs: Sarah Calderwood
Director of Communications: Joshua McLarnon
Senior Manager, Creative: Rodrigo Barreda
Senior VP, Brand Engagement & Philanthropy: Serena Trentini

Production Company: Dear Friend
Executive Producer: Trevor Lang, Garth Collins, Brayden Wiebe
Director: Niels Windfeldt
Director of Photography: Kristof Brandl
Line Producer: Adrian Cheung
Production Manager: Trevor Evoy
Production Designer: Stella Grob
Wardrobe Stylist: Lisa Kovacs

Casting Company: Jigsaw Casting
Casting Director: Shasta Lutz

Editing: Nimiopere
Executive Producer: Jenna Edwards
Editor: Steve Puhach
Assistant Editor: Jazzer Pagdanganan

Colour: The Vanity
Colourist: Andrew Exworth
Executive Producer: Stephanie Pennington
Online Artist: Adam Silcom-Vanwyk

Music & Sound: Grayson
Creative Director: Mark Domtric
Music Composer: Jeff Milutinovic
Executive Producer: Kelly McCluskey
Sound Designer: Ben Swarbrick
Engineer: Eric Hulme

Media Agency: DentsuX