the one that gave back

Citizens Bank asked Publicis.Sapient to create a campaign for Giving Tuesday. They had selected five local non-profit organizations, each receiving a $10,000 charitable donation. Our goal with this social campaign was to highlight Citizens Bank’s commitment to giving back—specifically by supporting efforts to combat homelessness, fight hunger, and help those facing financial hardship.

With “Give____,” we could highlight the various ways Citizens was helping these local organizations. And #GiveGood wrapped up all this goodness in a hashtag for Facebook and Twitter. It also opened up for people to share their stories about how they were giving good or giving back to their communities during the holiday season.

It’s nice to find the projects in advertising where you actually feel you’re doing good. At the time, it was a fun experience learning how to write for social and get the 20% image text to work. I also crafted a campaign landing page for their website.