The 2009 campaign for the United Way of Greater Milwaukee could not have come at a more challenging time. With unemployment and homeless rates skyrocketing and market losses hurting the most influential donors, Milwaukee-based Jigsaw knew it was going to be a tough year to break through to donors. The creative challenge was to keep the campaign simple and hard-hitting while still making it thought-provoking. The print campaign featured direct headline treatments reflecting the tough times. One of the lines, “Cardboard does not constitute a decent roof over your head,” prompted the team to print it on cardboard and place it inside bus shelter roofs.