For the first time in nearly a decade, United Airlines has launched a major national ad campaign. Titled “Good Leads the Way,” the multi-pronged, integrated campaign is a case study in how to evangelize a brand’s purpose through great storytelling. 

Developed in partnership with the creative agency 72andSunny, the inspiring and well executed campaign shines a light on the airline’s large ambitions and its mission to be a force for good on their planes and in the world. The creative also shares how the airline is meeting the needs of its employees, customers, and local communities.

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, Maggie Schmerin, managing director and head of global advertising and social media at United, provides insight on the purposeful campaign with host Ken Beaulieu.