Creating impact
Of the many cause campaigns I’ve led, few had more lasting impact than this one.
While exploring new angles for the annual giving campaign, I discovered a surprising and little-known fact deep within St. Jude’s internal statement of purpose: No family pays for treatment, ever.
It was bold. Didn’t need elaboration, just a nod to the Toys“R”Us “Awwwesome” tagline. The bright green and blue palette worked well for both brands, breaking through in stores and on a custom sitelet to drive donations.
The result? Pure joy for children undergoing treatment in local hospitals, who were thrilled by surprise visits from Geoffrey the Giraffe. Pure joy for the Toys“R”Us team, thrilled by exceeding our goal of raising $3M. St. Jude still uses that line today, raising over $3.5 billion for patient care and research since 2017. That’s awesome!
Contribution
Executive creative direction