2013 Social Media Icon Awards: Twitter: Social Good Campaign


Winner: #GivingTuesday Communications Team - #Giving Tuesday

The objective of the #GivingTuesday movement was to boost philanthropy during the annual giving season. Coming on the heels of the country's biggest shopping days, Black Friday and Cyber Monday, #GivingTuesday was designed to help change the national dialogue about giving and mobilize an "opening day" for charitable giving and volunteer support for causes large and small. 

Twitter was used as a messaging catalyst that would lead to media and other forms of social engagement that would then circle back into the conversation and momentum building on Twitter.

The UN Foundation set up a Twitter account where they could facilitate the conversation and push those interested in helping create the buzz to (@givingtues), and launched a Social Media Ambassadors program to energize key influencers and supporters. They also identified top influencers, social groups and organizations to target for engagement on Twitter.

On Tuesday November 27, 2012, more than 2,500 partners participated and turned the world's attention to philanthropy. More than 50 million people worldwide spread the word about #GivingTuesday, resulting in milestone trending on Twitter. Endorsements from the White House, Bill Gates and Guy Kawasaki expanded the online reach, and media outlets reaching all 50 U.S. states covered both local and national initiatives. —Bill Miltenberg

Honorable Mentions:

Bank of America - Express Your Thanks

The Black Sheep Agency - Houston Tweet Drive 2011

Finn Partners - Your Voice Counts

Return to Social Media Icon Awards 




2 Comments

avatar

About Bill Miltenberg

Community Editor at PR News.



Deals of the Week

Get $150 Off PR News' Media Relations Conference

 media_relations_banners_180x150_ep

Join us on December 11, 2014, for PR News’ essential Media Relations Conference, taking place at the National Press Club in Washington, D.C. You'll learn from top PR professionals how to amplify your organization’s messages through positive coverage in traditional media and through your own branded content initiatives.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.