St. Jude Children’s Hospital | Thanks and Giving

SITUATION
Over the past five years, Haworth has partnered with St. Jude Children's Research Hospital to help build the Thanks and Giving campaign.

Giving is top of mind during the holiday timeframe; 50% of all consumer giving occurs between Thanksgiving and Christmas. Our goal was to help St. Jude capitalize on consumer sentiment during the holiday season and increase donations to support the Thanks and Giving campaign. We wanted to appeal to the masses to inspire giving and break through holiday noise in the marketplace while increasing brand awareness and continuing to build on the hospital's reputation.

SOLUTION
Haworth sought out message-appropriate, brand- and image-elevating environments and placements to maintain a consistent presence and voice throughout the time period in environments that provided mass reach and built frequency.

RESULT
The result was an unprecedented coming together of celebrities, media and retail partners. Haworth and St. Jude have built the St. Jude brand into the strongest children's health care brand in the country. Haworth has leveraged its media relationships to deliver an incredible $20 million/5.8 billion impressions per year in free media during the busiest season of the year…holiday. Thanks and Giving has reached every person in America 16 times during the holiday time frame.

As a result of Haworth’s partnership with St. Jude, a remarkable nine in 10 Americans have heard of the institution. The campaign increased donation calls by 56% over the previous year AND donation revenue was up 196% AND the size of the average gift almost doubled.