This year on Giving Tuesday, St. Jude Children's Research Hospital and Adobe are launching a new, educational ad campaign designed to raise awareness of childhood cancer, and the unsung heroes (programmers, researchers, writers and media specialists) who have dedicated their lives to helping families struggling with the disease.
The campaign features a two-and-a-half minute video featuring William and Jackson, five-year-old identical twins. Unfortunately, William was diagnosed with Leukemia when he was just nine months old. The video interviews his parents and shows his struggles and triumphs as he battled his cancer. It also promotes St. Jude as a source of trusted, clear and personalized information and community for anyone impacted by childhood cancer.
St. Jude’s is using digital media and its new Together by St. Jude portal to help families find resources, support, and a community to help them through the process.
Giving Tuesday is celebrated on the Tuesday following Thanksgiving, Black Friday and Cyber Monday. Using the social hashtag, #GivingTuesday, the day was designed to kick off the charitable season, when many focus on their holiday and end-of-year giving. St. Jude and Adobe’s efforts aim to call attention to childhood cancer and offer information and comfort, as well as to raise funds for the cause.
The short film, created by Shareability, was shot at St. Jude Research Hospital in Memphis, and Adobe is launching the ad on Facebook with a call to action to encourage viewers to share the video and visit the Together website. St. Jude is using Adobe’s Experience Cloud solutions to power the site and Adobe Analytics to reach and engage patients and families impacted by childhood cancer when they are seeking answers, along with helping St Jude understand how portal visitors engage with content to continuously improve the site.