2019

NYX Awards - 2019 Ascent Winner Winner

Travel For Care Fund: ALSF

Entrant Company

Power Home Remodeling

Category

Non-Broadcast - Fund Raising

Client's Name

Power Home Remodeling

Country / Region

United States

Experience Level

Agency

Power is a corporate partner of Alex’s Lemonade Stand Fund, an organization founded to eradicate pediatric cancer. This year, Power took on a fundraising goal of $750,000, which would completely fund ALSF’s Travel For Care Program, which provides financial support to families that need to travel in order for their children to receive cutting-edge treatments.

With more than 90% of the donations raised by Power coming directly from employees, the objectives of this video were to give viewers a chance to empathize with families who are going through the hardships of pediatric cancer, and to help them realize that they can make an enormous difference.

Some challenges the team faced were identifying families locally that represented the diverse demographics of the families that Alex’s Travel For Care Fund benefits. This included families of children with different types of cancer from different backgrounds at different ages in different stages of their fight.

Our target audience was our employees. This video was played during our Kick Off meeting at the beginning of June and seen by all 2,700 of our employees. It was also shared across our social platforms, and re-shared by the employee base to their extended networks.

Our approach for this video was to tell the families’ stories first and foremost with Power living in the background of the narrative. The goal was to amplify their stories without the brand distracting from the message.

As a result of this video, our campaign and a renewed focus on the impact of an individual, Power was not only able to reach our $750,000 fundraising goal - we eclipsed it raising over $1,000,000 for the 600 families the Travel For Care Program with sponsor this year.

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