United Way of Metropolitan Dallas (UWMD) approached its 100th anniversary, the organization wanted to do more than commemorate its history. It wanted to inspire a new generation of supporters, demonstrate its continued relevance, deepen community engagement and position itself for its next century of impact. Tony Fay Public Relations (TFPR) developed and executed an ambitious 18-month integrated public relations campaign that transformed UWMD’s centennial into one of the largest community engagement initiatives in North Texas. Rather than treating the anniversary as a single celebration, TFPR created a strategic communications platform that combined experiential storytelling, earned media, corporate partnerships, sports integrations and community activations into a sustained campaign culminating in the Centennial Celebration at Fair Park and the Cotton Bowl on November 15, 2025.