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10 DAYS ONE GOAL
PROJECT TYPE
Marketing
DATE
2020
ROLE
- Rebranded the campaign concept, strategy, and rollout timeline
- Directed all messaging, video production, and digital storytelling
- Created campaign content for email, social, and web platforms
- Developed a scalable virtual format to replace city-specific events
STRATEGY & EXECUTION
Rather than cancel or postpone events, we reframed Why We Walk as a 10-day digital challenge. Each day delivered a new theme—highlighting patient stories, research progress, and calls to action. The content calendar was designed to sustain momentum, build emotional connection, and drive donations through short-form video, graphics, and daily engagement prompts.
RESULTS
- $1.1 million raised in just 10 days
- 2,500+ participants across 400+ teams
- Social content achieved record shares and comment volume
- Successfully retained momentum and connection during a public health crisis
TAKEAWAY
This campaign proved the power of agile storytelling and virtual community-building. By leaning into connection, clarity, and consistency, we not only salvaged an in-person campaign—but created one of the organization’s most impactful digital fundraisers to date.
Mid-launch of our Why We Walk campaign, the COVID-19 pandemic disrupted in-person gatherings across the country—directly impacting a vulnerable community who depends on our support. We pivoted quickly, evolving the campaign into 10 Days, One Goal: a fully virtual, nationwide event designed to unify participants, inspire action, and raise critical funds online.
