During the recession in 2009, United Way asked Magneto to develop a hard-hitting awareness campaign to generate donations to its Community Relief Fund—a short-term effort to help local families in need of food, rent assistance, utilities and health care. We crafted a campaign that encouraged people to think about their struggling neighbors, and to donate in spite of their own financial hardships. Magneto created the name, logo, TV and radio commercials, and newspaper print ad campaign. The response was overwhelming, with more than $1.6 million collected over the course of the campaign’s short run.