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Research demonstrated that people were more likely to give money to a charity when they saw where their money was going. So rather than going the traditional route of showing people in desolate situations, the ads told the success stories of local people who had been helped by the charity. This was the first time a United Way campaign had received unsolicited donations -- people actually pulled off the road after hearing the commercial, asking where to send money. The campaign was judged by United Way to be the most successful ever, topping even the national campaign created in New York. |
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