Wasn’t long ago that helping others was an American value. Our FWD Africa Relief campaign gave people an immediate way to make a difference: Forward the facts to everyone you know.

I was brought in to help with the writing and think through how the program would actually work. At R/GA, that was the norm—start with something beautifully ambitious, then figure how to pull it off.

Our goal was 13 million shares, the same number of people affected by the crises. In just one day, we hit 117 million shares and helped raise over $100 million in relief aid.

WEBBYS  | Honoree — Activism

AICP | Shortlist — Cause Marketing