AOL supports St. Jude Hospital with 'Thanks & Giving' Web site

AOL launched a new Web site, "Nice One! Stories of Thanks & Giving," to encourage users to donate to St. Jude Children's Research Hospital.

Objective: AOL launched a new Web site, “Nice One! Stories of Thanks & Giving,” to encourage users to donate to St. Jude Children's Research Hospital. The site documents real-life examples of people sharing. “We thought it was a very viral idea... to put people in the frame of giving,” said Anne Bentley, SVP of corporate communications at AOL. “Hopefully they'll do that for others and St. Jude.” This is AOL's year second year working with St. Jude. The relationship was prompted by the company's CEO Randy Falco's interest in children's health, Bentley added.

Idea:
Nice One will act as a hub for the company's efforts for St. Jude. The site will also link to other AOL channels with related blog posts or information, Bentley said. For example, channels like AOL Shopping and AOL Parenting will feature gift donation suggestions or stories of parents' experiences at St. Jude. “We are using every bit of our network to raise awareness,” she said. “And each channel makes it relevant to that particular audience.” Users will also be encouraged to submit their own stories.

Tools: A broadcast initiative will include an SMT and appearances on various media shopping segments. Online buzz will be generated through wallpapered Web sites, St. Jude buddy icons, and other viral components. The team will also use its social networking site, Bebo, to highlight the effort. It plans to target daily newspapers, bloggers, and other outlets that focus on parenting and health issues.

Measurement:
The campaign will be measured by donations, page views, and media impressions, Bentley said.

Company: AOL

Campaign:
Nice One!

PR Team:
AOL

Launch:
November 24

Budget:
Less than $10,000

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in