Small Wins. Big Moves.

United Way of Greater Houston

United Way built a free tool to help Houstonians set a goal, see their next steps and connect to resources. Almost nobody knew it existed. We built the campaign around two people: Gabe, just graduated and unsure what came next, and Iris, a single mom who wanted a better job and some breathing room. Then we stopped selling the organization and started showing the moment: someone got the interview, updated a resume or found childcare.

By the numbers

2,000: people who took action
$17: cost to move one person to action, versus a typical $97
1 in 3: took action after clicking; typical is 1 in 50

Results

Over 700 people asked to start or talk to a navigator.
The ads were seen 4 million times.
By the final month, the cost per person had dropped to $14.