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.
You can still donate here.