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.
While exploring new angles 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 had to be shared. It didn’t need elaboration, just a little shoutout with a nod to the Toys“R”Us “Awwwesome” tagline. The bright green and blue palette worked well for both brands, breaking through to drive donations in stores and on the custom sitelet.
The impact
Pure joy: For children undergoing treatment in local hospitals, thrilled by surprise visits from Geoffrey the Giraffe. For the Toys“R”Us team, thrilled by exceeding our goal to raise $3M. And the St. Jude team? We assume they’re thrilled, too: they still use the line today, raising over $3.5 billion for patient care and research since 2017. We think that’s awesome.
