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.
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“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.


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