92nd Street Y and The UN Foundation: Making a new holiday tradition #GivingTuesday

This case study describes how a group of charitable organisations worked together to create a new day to mark the start of the holiday giving season in the US, and increase charitable donations.

92nd Street Y and The UN Foundation: Making a new holiday tradition #GivingTuesday

Agency: Havas New YorkAdvertiser: 92nd Street YBrand: #GivingTuesdayCountry: USA

Objectives

The media and marketing chatter that heralds the year's busiest shopping season, which retailers start with Black Friday and Cyber Monday, is virtually inescapable. But another holiday focus--giving to those in need--is approached more quietly. The 92nd Street Y, the United Nations Foundation and a host of other founding partners wanted to change that. Together, we united thousands of influencers, corporations and nonprofits to create an official day that would...

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