St. Jude 
Thanks and
Giving®
Campaign

 

2018 FUNDS RAISED

$102 Million

 ... and counting

 

2004-2018 FUNDS RAISED

$1 Billion

A Family of Partners

The St. Jude Thanks and Giving campaign is where many of the nation's leading companies and brands come together in support of our lifesaving mission: Finding cures. Saving children.® Their remarkable support and dedication reminds shoppers to give thanks for the healthy kids in their lives, and give to those who are not.

 

The Stars Shine for the Kids of St. Jude

 
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Each year, Tony Thomas, renowned director and son of St. Jude founder Danny Thomas, gathers celebrity friends like Jennifer Aniston, Sofia Vergara, Michael Strahan and Luis Fonsi to create commercials to air on TV, in theatres and online. These luminaries of TV, film and music, along with our own special stars–St. Jude patients–share heartwarming moments that help raise awareness and generate a sense of warmth and gratitude.

St. Jude Thanks and Giving – A Season to Help Save More Children

We kicked off the TODAY Show series in style this year by taking the show on the road (literally). St. Jude National Outreach Director, Marlo Thomas, along with TODAY correspondent Kristin Dahlgren and a group of patients and their families, embarked on a road trip from St. Louis to Memphis to celebrate our 15-year partnership.

today show bus
today show bus - marlo
today show bus - marlo

From the beginning, the TODAY Show has highlighted stories of our patients and the life-saving work of St. Jude. During Thanksgiving week, a story is shared each day. Those authentic stories help engage viewers, inspire new donors and raise awareness for our mission.

 
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Other PR Highlights
Media Tour

DEC
4

luis fonsi satellite media tour
 

Grammy-award winning artist Luis Fonsi spoke with more than 30 media outlets during his annual Satellite Media Tour to promote the campaign.

Pop Up Shop

DEC
7-8

Marlo at the NYC Pop Up shop
 

Shoppers enjoyed a festive and fun pop-up shop in NYC that featured corporate partners and products that benefit St. Jude.

Dr. Oz

DEC
15

Marlos visits the Dr. Oz show
 

Marlo and St. Jude patient Brooklynn joined Dr. Oz on his show to discuss the campaign and the lifesaving work happening at St. Jude.

The View

DEC
17

Marlo Thomas visits The View
 

Marlo stopped by The View to chat about the campaign and the work of St. Jude.

 
Advancing Our Mission Via Social

During the season of Thanks and Giving, the social sphere was abuzz with people from around the world sharing heartwarming stories and messages to show their love for St. Jude and help raise awareness among family, friends, followers and fellow supporters.

Digital Influencers

digital influencer

Rhett and Link, stars and hosts of YouTube’s Good Mythical Morning, raised more than $230,000 from their viewers and fans.

williams-sonoma influencer

Tastemade, a global digital, food and travel network, shared the St. Jude mission with its more than 7 million Instagram followers.

williams-sonoma influencer

Digital influencers and corporate partners teamed up to create content and share stories about supporting St. Jude.

Innovations in Reaching Online Audiences

Social media continued to be an important avenue for the conversation among corporate partners, donors, friends and supporters. Facebook, Instagram, SnapChat, Twitter and YouTube were important channels for leading the conversation about why people #GiveThanks, generating excitement around Thanksgiving week and encouraging generosity on #GivingTuesday and throughout the holiday season. These channels invited St. Jude supporters coast-to-coast and of all ages to join the conversation.

give thanks twitter

Our friends at Twitter know how to say a lot with a little. With one tiny custom icon, they made a world of difference for our brand. This icon appeared with every use of #GiveThanks

 
interactive overlay

Interactive overlay ads allowed us to engage viewers with our mission without getting in the way of the content being watched.

#GivingTuesday

Along with our corporate partners, we leveraged the conversation around #GivingTuesday to raise funds and drive awareness for St. Jude. To encourage giving, first-time donors who pledged ongoing support received a special t-shirt as a thank you for their gift.

celebrities wearing This Shirts Saves Lives t-shirt

Above, from left to right: Tony Thomas, Jennifer Aniston, Michael Strahan, Sofia Vergara, Luis Fonsi and Marlo Thomas

 
National Advertising
TnG ad Tammy
TnG ad Woods
TnG ad NaNa

Times Square

The St. Jude Thanks and Giving campaign was featured in one of the most high-traffic areas of all—Times Square. The display was seen by millions daily and could be viewed from all four corners of Times Square. Of note, the sign was on the Macy’s Thanksgiving Day Parade route as well as visible during New Year’s Eve.

 
On the Big Screen
theater publications

Seventy-seven theatre partners played a vital role in raising awareness of St. Jude by airing the St. Jude Thanks and Giving trailer during movie previews. This generous donation of screen time made our mission visible to tens of millions of movie-goers. Additionally, several theatre industry publications included campaign ads.

Thank You

Because of partners like you, St. Jude patients aren't alone during their battles with childhood cancer. Their families can stay by their sides to give them the strength and courage they need. Please extend our thanks to everyone in your network who shared your passion for our mission this season.

 

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