Social Media Icon Awards 2015: Twitter Social Good Campaign

Winner: Havas PR North America—#GivingTuesday

In response to the shopping season that begins with Black Friday and Cyber Monday, the 92nd Street Y (92Y), in partnership with the United Nations Foundation, launched #GivingTuesday. The one-day event kicks off the holiday season as a global day dedicated to charitable giving on the Tuesday after Thanksgiving. It combines the power of social media and the generosity of people around the world to bring about real change in their communities. These two organizations share a history of collaborating on projects that cultivate conversations about social good globally.

Before the big day, the United Nations Foundation and 92Y mobilized almost 27,000 partners globally—up from 10,000 the year before—and provided them with toolkits that included sample graphics, posts and tweets that they could grab to promote their own campaigns and help make the movement viral on all social platforms, especially Twitter. The campaign was a coordinated conversation that raised support for causes worldwide. On Twitter alone, the hashtag was tweeted 754,000 times. Tweets form media, charitable organizations and individuals around the world ranged from Mashable and The Economist, to Calgary United Way and the Innocence Project, to Bill Gates, Drew Brees, British Prime Minister David Cameron, Yo-Yo Ma and many more.

Honorable Mentions

  • Bayer CropScience, Porter Novelli and Mastermind - #Thankful4Ag Campaign
  • Kronos Incorporated - Get Social. Give Back.
  • Ripon College - Promoting #respectfuldifference @riponcollege
  • Uptown Treehouse, Inc. - Safer Online by Microsoft: Safer Internet Day
  • Weber Shandwick - PEDIGREE See What Good Food Can Do