#GivingTuesday: The day the world gives back

This case study shows how 92nd Street Y (92Y), a non-profit cultural institution and community centre in New York City, partnered with the United Nations Foundation to launch #GivingTuesday, and turned it into a worldwide movement.

#GivingTuesday: The day the world gives back

Agency: Havas PR

Creative effectiveness

#GivingTuesday 2012 was entered in the 2014 Creative Effectiveness Lions.

Key points from that submission:

Building on Black Friday and Cyber Monday, the first annual #GivingTuesday was held on Nov. 27, 2012. Leading up to that day, the #GivingTuesday team created educational materials, toolkits and social media buzz to achieve the following objectives:

  • Position #GivingTuesday as the official kickoff to the holiday giving season
  • Increase awareness of and participation in #GivingTuesday among individuals, businesses, nonprofits, thought leaders, policymakers and media
  • Educate, inspire and celebrate generosity with a diverse...

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