Sometimes, people are hesitant to donate to nonprofits because they're not particularly sure how their funds will be used. So we created #givewhatfiretakes and showed potential donors just exactly what their money would buy: items commonly lost in house fires.
The brief was to create a small integrated social effort to generate awareness and drive donations around home fires. Instead, we created a campaign that blossomed into a cornerstone disaster relief program, internal rallying cry, external identity and unifying message across 600 local chapters. It quickly crept offline and and set records for donations, shares and reach.