Geometry Global Bucharest - #DonateKM

Category: Best Social Media Campaign

Client: Ponderas Hospital

Year / Domain / Status: 2015 / Medical services / Winner

Strategy description:

For European Obesity Day, Ponderas decided to encourage physical activity and talk to, not to patients alone, but to their friends and families alike.A different kind of fundraising came to life as Ponderas set to collect acts of obesity prevention. Tell someone to exercise more and you will be ignored. Tell someone he can help another man just by walking, running or biking, chances are they will start moving. Ponderas promised to change the life of a man in return for people to exercise more. Using #donatekm on social media, everyone could share their physical activity and, when 10,000 km were reached, a man’s life got back to normal. The brand wanted to inspire people to do more for their well-being, and position itself as the hospital where the helping and caring part doesn’t start in the operating room.

Execution:

Having a limited communication budget, there were no resources to build something from scratch. Because every Romanian should have been able to join the campaign, the donations were set to be kilometers registered by an app, any mobile app. Every Facebook post with the #donatekm hashtag was taken into account. Everyone could share their morning walks, bike rides or evening runs. The campaign lived only on social media. Ponderas launched it, presented the tools you would need and started counting. Romanians did all the rest. The #donatekm hashtag was launched on social media seven days before European Obesity Day. The first donations were made by former patients and Ponderas doctors. Celebrities supporting the cause followed in the next days. Every kilometer donated showed up in the live counter on social media. Bloggers started writing about the movement as more people joined in. Journalists and unpaid TV news spread it further. On European Obesity Day the 10,000 km benchmark was crossed. But that didn't stop the movement. People continued to move, run, bike. The campaign ended, but the hashtag was still used.

Case visual: