BWF was founded by ABC News anchor Bob Woodruff, who was injured by a roadside bomb in 2006 while reporting from Iraq.
Porter Novelli is supporting the effort pro-bono, and helped launch it at the South by Southwest (SXSW) in Austin, TX, this week. It aims to register 400,000 participants who will be asked to donate $1 per Tweet to reach the $1.65 million fundraising goal for Memorial Day weekend. This is the organization's first major social media initiative. It includes a group on Facebook, as well as a specific Twitter page.
“It's obviously very challenging economic times,” noted Rene Bardorf, BWF director. “Everyone is thinking of new and innovative ways to get their message out. Twitter is a place that's really growing.”
“Through social media, you can reach so many people, and a lot of people can give a little and make a huge difference,” added Marian Salzman, partner and CMO at PN. “Everyone can afford to give $5 over the course of a weekend.”
The campaign has a broad target that is both national and grassroots. Outreach efforts will focus on military outlets such as Military Times, but also The New York Times, and bloggers, such as mommy and philanthropy blogs. It will also reach out to local papers to enlist leaders and participants on a community level. The initiative will operate as “a national effort, but with a decentralized execution of that effort,” said Bardorf. It hopes to get politicians on board, as well as celebrities.