CHAMPIONS OF HOPE
OBJECTIVE
Amplify Children’s Grief Awareness Day by elevating authentic stories of loss and resilience—positioning Highmark Caring Place as a trusted, compassionate leader in grief support while reaching audiences far beyond traditional nonprofit channels.
INSIGHT
When public figures and athletes share lived grief experiences in their own voices, audiences don’t just watch—they respond. Authentic, creator-led storytelling drives outsized organic reach, trust, and emotional engagement without paid media.
ACTION
• Recruited athletes, entertainers, and community leaders with personal grief stories to serve as “Champions of Hope.”
• Produced a cohesive, story-first video and social content series designed for native sharing across platforms.
• Executed a 100% organic, multi-platform social campaign across Instagram, Facebook, Twitter/X, and YouTube.
• Activated partners to publish and distribute content through their own channels—prioritizing credibility over amplification.
• Extended reach through earned media, press coverage, podcasts, and live press events tied to major sports moments.
RESULTS/METRICS
(100% ORGANIC)
👀 2,039,519 total views
❤️ 72,143 reactions
💬 1,026 comments
🔁 3,789 shares
📺 208+ hours of watch time
📺 Featured nationally on ESPN, On3/MSN, podcasts, and press; locally in news and newspapers.
IMPACT
• Drove national awareness for Children’s Grief Awareness Day through culture, sports, and storytelling.
• Positioned Highmark Caring Place as a leading voice in childhood grief advocacy across multiple regions.
• Sparked meaningful public conversation around grief—reflected in thousands of comments and shares.
• Proved that mission-driven, creator-led storytelling can achieve multi-million-view reach without paid spend.
• Established a scalable, repeatable model for cause-based campaigns rooted in authenticity, not advertising.