How do you promote community services without resorting to weary clichés? Our work for Uniting saw us tackle this challenge head first as we prepared to launch phase two of the not-for-profit’s brand awareness campaign in Sydney, wider NSW and ACT. This time our focus was on helping people understand Uniting’s core service offers: aged care, early learning and disability services. Portraits of Uniting service users were shot by renowned photographer Gary Heery, while the supporting copy focused on how Uniting empowers people to become the best versions of themselves through taking the time to really understand them. Reaching more than 3 million unique users, and with a 111% increase in visits to the Uniting website over the previous period, the campaign has been instrumental in driving greater brand awareness.