I created the #MomentsWeLove campaign for the Jimmy Fund based around this incredible image of Dana-Farber patient, Gavin Strand (2 years) taken at the Fenway Park Fantasy Day Event. The purpose was to generate awareness for the activities the Jimmy Fund produces to not only raise funds for cancer treatment, but keep cancer patients and their families from dwelling on the situations they face with the disease.
This was the initial post in the #MomentsWeLove campaign that was accompanied with a Twitter Post, Instagram post, Google+ post, and featured in an email blast. None of these executed items were paid - it was all leveraged organically.
Gavin's photo went viral in the Boston area, to the extent of Fox 25 reaching out to the Jimmy Fund and the Strand Family via Twitter to feature Gavin's story that same day during their "Something Good" segment. This also helped us leverage promotion for the Boston Marathon Jimmy Fund Walk event coming up, which Fox mentioned during the clip.
I continued to leverage the #MomentsWeLove concept when opportunisitic photos of such touching moments came my way.
The #MomentsWeLove campaign was particularly relevant and effective during the summer when the Red Sox were heating up during baseball season. The Red Sox are a charity partner, and it was the 60th Anniversary of the relationship between them and the Jimmy Fund during 2013. We leveraged #MomentsWeLove during the WEEI/NESN Jimmy Fund Radio-Telethon held at Fenway in August.
We also leveraged #MomentsWeLove as the Red Sox entered the playoffs, ultimately becoming the World Series champions. This helped us push for gifts in honor of the Red Sox and Jimmy Fund's 60th Anniversary.
