Social Media Campaign for 2014 #GivingTuesday initiative in Canada.
Background: GivingTuesday is observed a day after Cyber Monday, and is a social media movement for giving and volunteering. In Canada, GivingTuesdayCa is an initiative of CanadaHelps and The GIV3 Foundation, and a total of 15 founding partners. In 2014, Canuck Place joined over 2,800 other Canadian charities, businesses, and communities in a collective call to all Canadians to support charities of their choice.
Brief: Develop a campaign to inform Canuck Place friends and supporters about their participation in the movement, encouraging them to donate without overshadowing Canuck Place’s independent holiday campaign.
Solution: (1) A social media campaign merging GivingTuesdayCa and Light Up Their Lives creatively. (2) Designed and distributed templates for staff to print and share with their networks