Toys“R”Us X St. Jude Children’s Research Hospital
Of the many cause campaigns created at Toys“R”Us, few had more lasting impact than this one. In the search to find a compelling reason why customers should donate, we discovered a little-known fact about St. Jude: no family pays for treatment, ever.
A fact as bold as that deserved a bold solution, one that would reflect the playful spirit of Toys“R”Us and the “Awwwesome” tagline. The lively green and blue palette worked well for all three brands, and stood out in store collateral and digital media driving donations at registers and on the custom sitelet. A social media campaign followed Geoffrey the Giraffe’s visits to local hospitals bringing joy to children undergoing treatment.
The impact
The strategy raised nearly $3M, and St. Jude continues to use our campaign line today, raising over $3.5B for patient care and research since 2017. We think that’s awesome!