& Seattle Foundation
Communication challenge/opportunity: GIVE BIG is an annual day of giving. The Seattle Foundation and Seattle Sounders needed a way to get people’s attention and motivate two audiences to give: 40,000+ soccer fans and nearly 4 million people in the Seattle metro area who may or may not be soccer fans. The problem was telling an authentic story without alienating community partners or non-soccer fans.
Goal: To reach 40,000 soccer fans and nearly 4 million non-soccer fans and get them to feel the importance of the day of giving—and then to get them to give big.
Strategy: We decided to tell a true story rooted in emotions that transcended soccer. We found a 6-year-old girl who had Type 1 diabetes who looked up to soccer star Jordan Morris. (Jordan is an elite athlete with Type 1 diabetes and has a foundation dedicated to helping people with diabetes.) We had her write a letter to him, filmed it, and recorded her reading her letter.
Results: The film and the campaign were both a huge success: The film was played in front of 40,000 people live and then on TV and in a Facebook campaign; $19 million dollars was raised.
Campaign: This was the fifth GIVE BIG for which we helped tell stories; more than $100 million dollars has been raised.