our mission

Underground is a creative agency dedicated to positive social change. By partnering with non-profits, foundations and public service organizations, we help them tell their stories and inspire action through innovative strategy, provocative advertising and beautiful design.

 

our approach

Let's talk about responsibility. Not the finger-wagging, holier-than-thou sort of responsibility. But the hopeful responsibility we have to make this world a better place. *
 

Rules for Dating.

This is Underground’s dating criteria (e.g. who we are open to working with - for at least one night but hopefully for a lifetime). There is no single deal breaker, but most of our traits have to jive, otherwise we’ll tip our hat, take care of your drink and move on to the next environmentally friendly and socially just watering hole.

Religion. Does the project fulfill Underground’s mission statement? Does it offer a real opportunity to make a strong impact or support something we all care about? Do we Believe?

Parts and Preference. This is not something we can change – we are who we are and aren’t who we aren’t. Do we have the right genetic makeup to actually DO what you are asking for, and are we the people who will do it best?

Personality. Do we LIKE you? We probably won’t marry you so we don’t have to LOVE you, but it is going to be pretty hot n’ heavy for a few months (or at least one night), so we better get along.

Children. Do we foresee creating beautiful things in our future together? Will we make something – creatively or strategically – that we will be proud of and that will actually see the light of day?

Social Status. Are you well-respected leaders in your field? Will you contribute to our client list? Do you help our rep?

Dance Card. Do we have the time and resources to devote to you, our special, special friend?

Money. Of course we don’t care the slightest bit about money, but can you at least provide us with what we need to keep our doors open?

* What does this have to do with advertising for non-profits? Almost everything. Non-profits are in the business of improving the world, and Underground can help. Perhaps no agency anywhere can help mission-based organizations hone and communicate those ideas better than Underground. Take a few minutes and see how we’ve helped some of the most dedicated and resourceful people on earth tell their story and improve their corner of the world.