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Mission Hospital: “100,000 Acts of Giving”
SITUATION
To promote Mission Hospital’s core community values and create a foundation for healthy living, Mission Hospital created the Spirit of Giving [SOG] Campaign. At the start of 2005, we were hired to handle public relations for the SOG program, designed to demonstrate the power of everyday good deeds and to achieve 100,000 individual acts of giving within the community, a program that would come to be known as “100,000 Acts of Giving.”
IMPLEMENTATION
The 100,000 Acts of Giving program was a call to action for Orange County residents to demonstrate their Spirit of Giving through simple acts of kindness. We worked hand-in-hand with Mission’s marketing team to implement a series of nine activities – or “acts” – during the 18-month campaign that delivered the SOG message. For each activity, the intent was to reach as many consumers as possible within Mission’s key service areas, to generate maximum media coverage and to give consumers an opportunity to participate or emulate acts delivered in each campaign.
RESULTS
The 100,000 Acts of Giving program was overwhelming successful on many fronts. As part of the campaign, Mission Hospital invited the community to log their giving acts on the website, spiritofgiving.org. At the conclusion, there were a total of 251,398 posted acts of giving! Media coverage of the nine events totaled 18,482,173, creating a lasting impression on the 3.2 million residents of Orange County. Last but not least, PRSA Orange County awarded us the PROTOS Award for Best Overall Non-Profit Program.
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