St. Jude | ALSAC

St. Jude Thanks and Giving legacy campaign is an end-of-year fundraising initiative from October through December led by the American Lebanese Syrian Associated Charities (ALSAC). In 2021, I was assigned with leading social assets and strategy - presenting patient stories, fundraising impact, and hospital research in a fresh new way while staying within brand guidelines.

Below are two galleries (left) showing Instagram and Facebook story tiles serialized for weekly patient family stories and (right) individual story cards translating donations into impact.

Programs used: Adobe Illustrator and Adobe InDesign

GIVING TUESDAY CONTENT DROP

During the Thanks and Giving timeframe, Giving Tuesday was a high-priority inflection point and I assisted with social strategy and content creation for the day of. I created nine individual 1080x1080 animations to highlight the sights and sounds of St. Jude Children’s Research Hospital to bring in the childlike component to social. We humanized the feed by breaking up animated content with patient photos and stories.

This was the first time executing a single-day effort in this manner dropping content throughout the day to not only have a CTA of giving but to embody the feeling of gratitude during the holiday season. Test and learn metrics proved high success.

An additional internal component was the creation of a 1920x1080 looping video that was displayed at the front entrance of ALSAC throughout Giving Tuesday.

Programs used: Adobe Illustrator, Adobe After Effects, and Adobe Premiere Pro