St. Jude: The Game Theory $1,000,000 Challenge for St. Jude!

St Jude, a children's research hospital, increased donations on Giving Tuesday in the US by launching a partnership with big YouTube stars who encouraged donations through a livestream telethon on YouTube.

Campaign details

Brand: St. Jude Children's Research Hospital / ALSACAdvertiser: St. Jude Children's Research Hospital / ALSACAgency: The Game Theorists (Creators), Mobeon Media (Production)Country: US

Background and context

Centered around Giving Tuesday, the day after Cyber Monday, – a day solely designed to bring awareness and charitable giving for nonprofits worldwide, St. Jude wanted to reach new and emerging audiences. In 2020, St. Jude again partnered with The Game Theorists, Matt and Stephanie Patrick, who have 13.9M YouTube subscribers, to bring to life a modern-day telethon livestream to fundraise on one of the...

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