Aloha United Way Wins BRONZE Pele Award for Its :90 TV Spot, Join the Movement

Apr. 25, 2018

On Saturday night, Aloha United Way was a recipient of a Bronze Pele Award for its :90 TV spot, Join the Movement.
How do you get people to join a movement? You get them involved in a way that is fun, fresh, timely and locally relevant. And that’s what Aloha United Way (AUW) did this past year with the continuation of their #jointhemovement campaign through the creation of a music video and a new take on their television commercials.

AUW enlisted the support of Kinetic Productions to create a unique TV commercial that involved dancing and movement coupled with the work of nonprofit organizations across the island. The aim was to produce an ad that grabbed viewer attention, engaged their senses, and encouraged viewers to take action, join the movement.


“We recognize the power and influence of social media and reaching donors in creative ways,” said Cindy Adams, president and CEO of Aloha United Way. “We challenged our team to elevate our campaign with an approach that is fun, exciting and engages our donors.”


“We are always seeking to involve millennials and the youngest generation of employees in philanthropy, creating an enduring cycle of giving throughout our community,” said Dustin Sellers, managing partner at Koa Capital and co-chair of Aloha United Way’s 2017 Campaign. “Engaging millennials and younger employees through social media fits their business and personal lifestyles.”


 “The newest generation entering our workforce has an expectation that the companies they work for will support social impact through philanthropy and volunteerism,” said AUW board member Dan Schaberg, Vice President/General Manager Enterprise Holdings Hawaii and co-chair of Aloha United Way’s 2017 Campaign. “We have an obligation to develop and support their passion and to encourage a legacy of philanthropy.”