THE CHALLENGE
St. Jude Children’s Research Hospital is a renowned cancer research institution that treats kids from all 50 U.S states and around the world, free of charge. There are currently nearly 11 million donors, and the average donor’s age is 55.
To ensure its legacy and sustain the hospital’s financial needs in the future, St. Jude needed to attract and retain a new generation of donors. My team was assigned to develop a strategy that positions St. Jude as the charity of choice for Gen Z and multicultural audiences.
In our research, we discovered that many of the Gen Z cohort are highly entrepreneurial, and incredibly socially conscious.
St. Jude Children’s Research Hospital is a renowned cancer research institution that treats kids from all 50 U.S states and around the world, free of charge. There are currently nearly 11 million donors, and the average donor’s age is 55.
To ensure its legacy and sustain the hospital’s financial needs in the future, St. Jude needed to attract and retain a new generation of donors. My team was assigned to develop a strategy that positions St. Jude as the charity of choice for Gen Z and multicultural audiences.
In our research, we discovered that many of the Gen Z cohort are highly entrepreneurial, and incredibly socially conscious.
Client: St. Jude Children’s Research Hospital
Year: 2021
Strategic Recommendations
I. INFLUENCER STRATEGY
We recommended St. Jude to rally Gen Z Influencers with compelling side hustles to be the face of the campaign to build brand awareness.
The campaign would be kicked off with Hustle for Hope Live – a week–long lineup of influencers hustling live to fundraise.
II.MAINSTREAM ENGAGEMENT
Branded hashtag pages on TikTok, as well as platforms like Instagram Tiltify will allow hustlers to stream on whichever social media suits them best.
The mascot of this campaign, St. Hustle, is a cheeky take on the idea of “sainthood” and hustle culture. It can be used as a brand equity – as a sticker, emoji and more.
