How to Increase Reach Through Advocacy

Civic engagement is a vital part of creating strong, healthy and resilient communities. In 2020, United Way wanted to increase civic engagement in communities across the United States and show individuals the power they have to create change. The organization focused on two efforts: census participation and voting through the United We Count, United We Vote campaign. The team tapped UpPurpose for digital content support which resulted in helping the organization reach a broader audience.


UpPurpose and United Way Vote Case Study from UpPurpose on Vimeo.


pageviews in a four month span


of website visitors were new users

1.3 million

people reached via social media ads

Videos Amplify Message

UpPurpose created eight videos, which provided United Way “scroll-stopping” social media assets and capitalized on content preferences of social media algorithms.

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Keeping Content Fresh and Relevant

After the launch of the campaign, national events created the need for new messaging. UpPurpose quickly pivoted content to reflect the new environment, including a shift to show the connection between voting and racial justice as well as updating messaging to provide additional voter turnout assets.

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“UpPurpose went above and beyond providing additional support and assets to make this important campaign a success.”

Lindsay Torrico Senior Director, Policy and Advocacy, United Way