The initiative set about to help raise awareness and funding in support of medical research, services and treatment programs for children with autism. Samsung pledged to contribute up to $100,000 through this social action challenge, providing a donation of $5 to the Dan Marino Foundation each time someone pledged their support of autism awareness by checking into WalkAbout Autism on Foursquare, sharing an infographic with their Facebook friends or sending a tweet with the hashtag #teamautism. JESS3 created the infographic and I worked with them on the overall digital strategy.
In just 72 hours, we were able to reach our goal of $100,000! To see the infographic click over to TeamUpForAutism.com. It was amazing. We thought it might take a few weeks to reach our goal. What made this campaign special? I think there are a few factors.
First, 1 in 110 children are now said to be diagnosed with autism. That means that just about everywhere you turn people know someone or are related to someone with autism. That’s a powerful base.
Second, during this campaign all of the partners came on board to help spread the word. Many times in campaigns, one of the partners wants to be more involved but for a variety of reasons just isn’t. That affects every single social action. You never know where your most passionate supporters will come from. In this case, we all worked together, setting expectations before launch, and that made a huge difference.