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Companies4Good
Image courtesy of Power of 2
The “Power of 2” campaign is back with 2 new celebrities championing good causes in a contest all about catalyzing social good. The “Power of 2” series is the brainchild of PUBLIC Inc., a Toronto-based cause marketing agency. The campaign mixes the following ingredients to create a fun, buzz-worthy digital experience for fans of celebrities and causes alike:
- 2 Celebrities with authentic ties to their causes
- A contest to see who can raise the most in donations for their cause
- A bet with potentially embarrassing results for one celebrity
- Lots of social media outreach
- A flashy campaign website with effective social proof (Twitter feeds, donation tickers, etc.)
While both charities win, via donations and cause awareness, one of the celebrities loses. The loser has to complete a dare of sorts, up to the other celebrity participant’s choosing. That’s the creative catch to the campaign that gets people talking and donating. Who wouldn’t want to see a celebrity making a fool of him or herself in public?
This round of the ‘Power of 2” campaign features *NSYNC’s Lance Bass and Entourage’s Emmanuelle Chriqui battling it out to raise money for their chosen charities—St. Jude’s Children’s Research Hospital and Colon Cancer Canada, respectively.
Lance and Emmanuelle have both chosen causes close to their hearts. Recognizing the power of the children’s research hospital, Lance says St. Jude’s “does more than good. They change the lives of kids and families all over the world, every single day." Children’s health has been a philanthropic priority for Lance since he founded The Lance Bass Foundation in 2001 to meet the health needs of low-income children.
Due to the loss of her mother from and the struggles her father has had with the disease, Emmanuelle picked Colon Cancer Canada to be the recipient of her call to action. As quoted in the campaign press release, Emmanuelle explains why colon cancer awareness is important to her: "I lost my mother to colon cancer at a very young age and my father continues to battle the disease. […] it's a preventable cancer if caught in time. That's why I've made it my mission to promote awareness and take the shame out of getting tested.”
Both celebrities will use social media to raise awareness of their charity, their cause, and the challenge. The celebs will have two simple asks of their fans: donate $2 or more to their charity and get 2 friends to do the same.
The added bonus is fun! If Emmanuelle wins, Lance will have to dress up in the costume he wore for one of his first jobs—Poofu the dog—and be walked by Emmanuelle in Los Angeles’ popular Runyon Canyon.
In the case that Lance wins, he’s dared Emmanuelle to overcome her fear of singing in public by performing with Steel Panther at the House of Blues on Sunset Boulevard.
The “Power of 2” campaign is a savvy initiative because it allows fans to interact directly with their idols and feel good about making a difference in the world. Supporters and admirers feel connected to a hand-picked charity, celebrities have fun being competitive, and charities get thousands of dollars in donations!
You can follow the campaign via @PWROF2, @echriqui, or @LanceBass
Check out their website here: http://www.power-of-2.org/
