Dairy co-op, Tillamook, wanted to empower people to give back during the holiday season. We came up with a social activation, “Fill the Plates,” and rallied thousands of people to donate 500,000 meals through No Kid Hungry. A tweet with the empty-plate emoji was all it took to help.
SHORTY AWARDS - GOLD - Best Online Community
SHORTY GOOD AWARDS - WINNER - Mobile Campaign
SHORTY GOOD AWARDS - WINNER - Shoestring Budget
SHORTY GOOD AWARDS - WINNER - Poverty and Hunger
SHORTY GOOD AWARDS - WINNER - Food and Beverage
SHORTY GOOD AWARDS - SILVER - Twitter Presence
Here's the tweet that kicked off the activation. Within 6 hours, we were the trending topic on Twitter in L.A., Portland and Seattle.
A bunch of kindhearted celebrities joined in to donate, pro bono. William Shatner, a.k.a. Captain Kirk, tweeted not once, but four times, which ultimately helped us reach 26 million earned impressions.