Dunkin' / Waze "Going Gold"

Dunkin', a coffee and doughnut company, raised awareness of childhood cancer in the US by launching the Going Gold initiative on the GPS navigation app Waze and donated towards the cause whenever a special pack was downloaded.

Campaign details

Brand: Dunkin'Agency: Waze

Strategy

Objective

The goal of the campaign was for Dunkin' and the Joy in Childhood Foundation to raise awareness of childhood cancer amongst the Waze community, and raise money to help children affected by cancer experience the simple joys of being a kid by sending them to 10 special camps around the country specializing in bringing joy to young patients.

Since the funding for pediatric cancer is significantly smaller than it is for adult cancer, and the fatality rate for kids with this illness is – tragically – extremely high, it was...

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