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This holiday season saw the successful launch of the fifth annual Thanks and Giving® campaign, with new partners joining the fight against catastrophic childhood diseases.
The 2008 Thanks and Giving campaign netted tremendous media coverage. Marlo Thomas, St. Jude Children’s Research Hospital® national outreach director, led off the campaign the week of Thanksgiving. For five days the lifesaving work of St. Jude was featured on the TODAY show. Additional television coverage included Access Hollywood, Larry King, Nightline, The Tyra Banks Show, The View, Fox News and Bloomberg Night Talk.
St. Jude was promoted nationwide through new Thanks and Giving commercials featuring Jennifer Aniston, Antonio Banderas and Robin Williams. Joining the St. Jude celebrity family this year was Jason Taylor, NFL player and former Dancing With the Stars contestant. Country artist Keith Urban returned to record radio spots, along with Grammy Award winner Brad Paisley.
Print coverage included editorial coverage and advertising in such publications as USA Today, People, InStyle, O, the Oprah Magazine, Rolling Stone and Seventeen.
Thanks and Giving asks consumers to “Give thanks for the healthy kids in your life, and give to those who are not.” The campaign was created by Marlo Thomas and her siblings, Terre and Tony Thomas in 2004 and has become a holiday tradition.
Through the generous help of our national retail partners, Thanks and Giving was visible in stores throughout the holiday season. Thanks and Giving grew from 20 partners in 2004 to more than 55 this year. New partners this year include Crayola, RadioShack, New York & Company, Charlotte Russe, Hilton HHonors and PNY Technologies, who joined many returning partners, including Target, CVS/pharmacy, Kay Jewelers, Williams-Sonoma Inc., AutoZone, Gymboree, Dick’s Sporting Goods, Kmart and Dollar General.
A new regional program also was piloted this year to support the Thanks and Giving campaign. The 5K fundraising event – “Give Thanks. Walk.” – was held in 15 cities across America on Nov. 22 helping make the 2008 Thanks and Giving campaign a huge success while benefiting the children of St. Jude.