United Way Halifax names names in new fundraiser

Who: United Way Halifax and Wunder.

What: “One hundred thousand,” a new integrated campaign to show just how many people—100,000—need the United Way’s services across the Halifax region.

When & Where: The campaign is running this month throughout the Halifax region, and includes a website, online video and out-of-home.

Why: Because the pandemic has been tough on communities across the country, and there is an urgent need for financial support for everything from food to housing to mental health support. United Way Halifax raised more than $4.5 million to help people through the pandemic’s first wave, but that money has already been distributed. 

How: The creative idea is rooted in showing just how many people 100,000 is, said wunder creative director Stephen Flynn. Previous executions included OneHundredThousand.ca, an interminably scrolling website listing 100,000 randomly generated names.

That was followed by a simple video showing a photocopier working to produce page after page listing people’s names, accompanied by a super reading “This is what 100,000 people in HRM needing our support looks like.”

The most recent execution included a 107-foot long banner filled with people’s names installed on the city’s Dartmouth Commons.

Chris Powell