St. Jude: The Game Theory $1,000,000 Challenge for St. Jude!

St Jude, a children's research hospital, increased donations on Giving Tuesday in the US by launching a partnership with big YouTube stars who encouraged donations through a livestream telethon on YouTube.

Campaign details

Brand: St. Jude Children's Research Hospital / ALSAC Advertiser: St. Jude Children's Research Hospital / ALSAC Agency: The Game Theorists (Creators), Mobeon Media (Production) Country: US

Background and context

Centered around Giving Tuesday, the day after Cyber Monday, – a day solely designed to bring awareness and charitable giving for nonprofits worldwide, St. Jude wanted to reach new and emerging audiences. In 2020, St. Jude again partnered with The Gam

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