The United Way of the Bay Area (UWBA) defined a mission that would challenge the status quo on poverty. The key to the success of these efforts is enlisting community support region-wide – encouraging volunteer participation, coordinated efforts by organizations and support from high-net-worth individuals and corporations, all targeting specific programs that give people access to the resources and tools they need.

The key to the campaign was demonstrating the impact on real people – showing measurable results that changed people’s lives.