Toys“R”Us X St. Jude Children’s Research Hospital
Of the many cause campaigns I led while at Toys“R”Us, few had more lasting impact than this one.
In our search to find a new angle for the annual giving campaign, I uncovered a surprising and little-known fact deep within St. Jude’s internal statement of purpose: No family pays for treatment, ever.
A fact as bold as that deserved to be shared in a bold way that would celebrate the playful spirit of Toys“R”Us and amplify our “Awwwesome” tagline.
The lively green and blue palette worked well for all three brands, breaking through in stores and digital media to drive donations at registers and on the custom sitelet.
The impact
Pure joy. Geoffrey the Giraffe visited local hospitals, bringing cheer to children undergoing treatment — and to our social channels. Our campaign raised nearly $3M, and St. Jude continues to use our headline today, raising over $3.5B for patient care and research since 2017. We think that’s awesome!
