Member Exclusive, Modern Marketing

“Live United”: Truist and United Way use poetry to spread message of unity

  • The pandemic challenges financial institutions to step up to the new role they play in communiities.
  • United Way and Truist Financial have partnered on a new ad campaign focused on a message of unity.
close

Email a Friend

“Live United”: Truist and United Way use poetry to spread message of unity

So much is changing around us. Our health, social and economic well-being are being confronted by the pandemic. A new television and social media advertising campaign by United Way and Truist Financial, the combined entity of SunTrust Bank and BB&T Bank, hopes to spark hope and optimism for the future.

The campaign features an original poem, “Live United,” penned by America’s inaugural National Youth Poet Laureate, 22-year-old Amanda Gorman, and inspired by United Way and all that can be achieved when we unite for our communities.

"We are the world’s neighbors, Making our communities brighter, greater, Fighting for every person in every neighborhood. We, the coming of the common good. So dare to care, to be hope-sided. We’re never divided, for when we live to give, We always live united," reads part of Gorman's poem.

“Live United” gives voice to the on-going partnership between Truist and United Way. Gorman’s poem drives home a powerful and hopeful message about the opportunity ahead to build a better America, where every person is respected, every voice is heard and every community thrives.

SPONSORED

The United Way COVID-19 Relief Fund's $7 million grant is part of the financial services company’s Truist Cares initiative, a cooperative effort between Truist Financial, the Truist Foundation, and the Truist Charitable Fund to pledge $50 million of philanthropic to provide disaster relief and assistance during the pandemic.

“At Truist, our purpose of inspiring and building better lives and communities has never been more urgent,” said Susan Somersille Johnson, chief marketing officer at Truist. “We are proud to partner with United Way as we strengthen our communities. Together, our ad gives voice to America’s first youth poet laureate Amanda Gorman and her inspiring call to meet tomorrow with hope.”

Developed and produced by New York-based StrawberryFrog and directed by award-winning filmmaker Fredrik Bond, with MJZ, “Live United” shows a montage of different Americans defined by changing circumstances, occupations, communities and demographics. In spite of their differences, they become unified as each stops to listen Gorman's poignant words emanating from various devices and are inspired by renewed optimism.

“Live United” launched nationally earlier this month and is airing in 13 markets across Truist’s corporate footprint, which includees Charlotte, Atlanta, Orlando, Washington DC, Tampa, Miami, through mid-August. 

“There has never been a greater need in America to come together to create positive, lasting change," said Stan Little, chief experience officer at United Way Worldwide. 

"We look forward to driving this change in partnership with Truist, to reimagining our communities and rebuilding a country that is equitable for all. We must all do our part, working United, to make our communities the places that we need them to be – equitable, respectful and opportunity-filled.”

0 comments on ““Live United”: Truist and United Way use poetry to spread message of unity”

Outlier OpinionsMakers

The Customer Effect

Gen Z’s relationship with money is complicated: New research on Gen Z’s debt, investments, and financial literacy

  • Gen Z's relationship with finance is complicated. Some of their habits make them seem wise beyond their years and others.. not so much.
  • 41% of Gen Z report having $2000 in debt or lower. At the same time 19% are unaware of their credit scores.
Rabab Ahsan | November 01, 2023
Modern Marketing, Podcasts

Marketing financial services to Gen Z with Step’s CJ MacDonald and Visa’s Ruben Salazar

  • FIs are beginning to wake up to the importance of Gen Z as an emerging customer. But they don't necessarily know how to reach them and what to say.
  • We speak with Visa's Ruben Salazar and Step's CJ MacDonald about what's working in marketing to the young generation as part of our podcast series on Gen Z.
Zachary Miller | September 12, 2023
The Customer Effect

‘We don’t make that much money on them’: The opportunities and gaps in banking with Gen Z

  • While Gen Z is estimated to have $360 billion in disposable income, only 33% of them are using a financial provider. 
  • David Donovan, EVP of Publicis Sapient, talks about the opportunity Gen Z represents for FIs and why they are failing at capturing the demographic's attention.
Rabab Ahsan | June 30, 2023
Modern Marketing

Breaking the fourth wall: Robinhood’s foray into publishing, and how financial publishers work to maintain independence

  • Robinhood has announced the launch of its publishing arm, Sherwood.
  • The news raises questions about timing as well as how to maintain independence as a publisher running on an ad/sponsorship model.
Rabab Ahsan | June 13, 2023
The Customer Effect

How are consumer habits and spending changing due to economic turbulence?

  • Economic turbulence is changing consumer spending.
  • 66% of people say that the current economic situation is making them reconsider how much they put aside for their emergency fund, while others are pushing away travel plans and dipping into their 401k.
Rabab Ahsan | April 27, 2023
More Articles