The Pittsburgh Foundation – #oneday
The Pittsburgh Foundation
The Pittsburgh Foundation wanted to raise a million dollars in a day.
The “Critical Needs” campaign is a one-day giving event to raise money for vital needs in the community. The Foundation asked us to increase public awareness of these issues and create urgency around this time-sensitive campaign.
We challenged people to make a difference that would last a lifetime.
Our approach was to make this a community movement, not just an ad campaign. We negotiated a series of appearances on a TV news program called “Pittsburgh Today Live,” where we featured people from various charitable organizations talking about their efforts to fight poverty. The program was promoted on multiple digital channels and drove traffic to the Foundation’s website to donate. Site traffic increased over 400% the day the segments aired. We also partnered with the Post-Gazette on an award-winning editorial series that exposed the harsh realities of poverty and produced an emotional TV spot that drove home the “one day” message. The campaign raised a record $1.7M and shed light on problems too often ignored.