This is the second year that the group has sponsored a pro-bono ad campaign that benefits the United Way. The Ad Federation pulls resources from its membership. This year, Michael Bolchalk Marketing is coordinating the campaign, designing the ads, and contacting additional media types to make them aware of the good work the United Way does.

This year’s multi-media and bilingual campaign is estimated to be southern Arizona’s largest such collaboration in terms of donated dollar value, about $550,000. Among the 25 companies donating services are: ADVO/Papermint, Territorial Newspapers, Tucson Newspapers Inc., RSVP Mailer, Clear Channel Outdoor, Desert Leaf, EXPLORER newspapers, Steven Meckler Photography, Madden Publishing, Outlook, Tucson Weekly, Tucson Shopper, Tucson Lifestyle, TV y Mas, Good News Broadcast, Journal Broadcast, KSAZ-AM, Clear Channel Radio, Lotus Communications, Skyview Traffic, Citadel Broadcasting, Telemundo, Univision, Digital Reign, Lebreque Creative Sound, KGUN-TV, KMSB and KTTU-TV, KOLD-TV, KVOA-TV, KWBA TV.

Although the company I work for is on the list, I’m not writing this under the duress of company pressure. I’m writing it as a believer in charity, and that sometimes those who do charitable actions should be recognized.

It was just a year ago when the United Way came under fire for not using all of the money donated for local charities and overstating the amount of money member charities received.

Along with some new city regulations meant to help keep the money in the area, the United Way of Southern Arizona is working to repair a tarnished image by focusing on what gets done locally.

That was a consideration when designing this campaign, Bolchalk said. The company decided to run with “United Way Makes It Happen” as the slogan.

Vibrant photos taken by Steven Meckler capture just about every demographic that is helped by United Way money. The “United Way Makes it Happen” theme is echoed in the commercial spots designed by Digital Reign. The commercials scream Southwest and are full of local people who benefited from money donated to the United Way of Southern Arizona.

The spots are impressive enough that some channels have said they will air often, a sure sign that they exceed broadcast standards, especially those spots we typically see from non-profits.

The campaign will be bilingual and include the cooperation of Tucson’s Hispanic media.

The United Way has recovered from last year’s public relations debacle and there’s a concerted effort to let people know the United Way indeed makes it happen.

The United Way is doing its best to serve the area community; those that give to the United Way should ask the organization how they can be sure their dollars are going to do what they are reported to do. Donors, both individual and corporate, including the Tucson Advertising Federation, should also be recognized for the good work they do.