–Let’s box out cancer-
Haymakers for Hope is a charity organization fighting cancer, but with a difference. They help folks fight against cancer, by literally fighting. If you are passionate about the cancer cause, H4H will train and prepare you to compete in sanctioned charity boxing events to raise funds for cancer research, awareness, and survivorship. In the last 10 years, H4H has raised $14.5 million across four cities, and at present has 790 fighters on its roster.
For Husky Communications, the challenge was to leverage H4H’s unique value proposition and differentiate it from other charity organizations through deep, emotionally-driven engagement. We created a strategic communications plan and a social media playbook that aligned with the primary focus of building awareness. A hashtag #BoxOutCancer was created for the campaign.
The focus of the campaign was not to ask for donations or sell a product or service, but to sell the idea of H4H. The messages and emotions reflected in the social media posts were perseverance, hard work, optimism, and grit. The conventional “I need your help” rhetoric to create sad, fuzzy feelings were consciously avoided. Instead, the campaign endeavored to project H4H as a tough, determined and salt-of-the-earth brand, one that doesn’t quit when the going gets tough.
Research for organization uniqueness and develop brand awareness
Strategic communication plan development
Social media playbook development
Targeted campaign development, including social media, landing page, and video series
Integration of social media plan and campaign into H4H's marketing communication plan
“It was enriching to learn about Haymakers and all the exciting ways by which they’re raising money for cancer awareness and research. My role in the project was on the social media team — research, writing and editing, project management, and content strategy. Working with a non-profit is a great learning experience since they have a lot of constraints and limited resources as compared to for-profits.
One of my most memorable experiences was working with my classmate Katrina Gould on cataloging the massive H4H media library. We spent several nights collectively combing through the library and found so many great photos. The photo cataloging exercise taught me the importance of being organized and using consistent information architecture conventions.”
Meet the Team
Christine Nguyen Ho Lequieu
Case Study – Tayla Made