Campaign: Rock the Ribbon 2010
Agency: Digitas Health
Role: Associate, Corporate Communications
Live: October 2010
BreastCancer.org supports an expansive online community of breast cancer patients and survivors. In 2010, the nonprofit organization called upon Digitas Health to engage potential donors and increase ticket sales for its largest annual fundraising event, Rock the Ribbon. Given a short deadline, the team analyzed BreastCancer.org’s existing social media tactics and presented a strategic plan using real-time social media tools to spark conversation and raise awareness of the event. Then, Digitas Health sponsored a 10-cents-per-tweet campaign to generate buzz about Rock the Ribbon using the #RTribbon hashtag.
Our efforts added to a last-minute spike in ticket sales and in online conversations about the event, the nonprofit, and its cause. We are proud to have contributed to an effort that exceeded the organization’s goals for fundraising and event attendance. In 2010, the program raised more than $1 million for the charity.