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
Bank of America - Express Your Thanks
The Black Sheep Agency - Houston Tweet Drive 2011
Finn Partners - Your Voice Counts