Some of the best campaigns are created with captivating and compelling content at the heart of them. Born out of a harrowing situation the George and the Giant Pledge campaign, in support of The Royal Marsden Cancer Charity, did exactly that turning a family’s challenging childhood cancer diagnosis into a hugely successful organic social media campaign raising over £900,000 to fund childhood cancer research and support within a 24month period.
Despite facing every parent’s worst nightmare on receiving the news their then four-year-old son had cancer Vicki and James Woodall set to on building a social media campaign they named ‘George and the Giant Pledge’ to raise £1,000,000 to Help Beat Childhood Cancer in support of The Royal Marsden Cancer Charity.
With zero marketing budget they put 18 years of digital media industry expertise to use, built a brand and, through strategic use of social media platforms, inspired tens of thousands of loyal followers to join them on their mission all whilst navigating their son’s grueling cancer treatment.
The Giant Pledge was JustGiving’s fastest ever growing international donation page with the campaign’s unprecedented support seeing a 15% increase on the UK’s largest Cancer Charity’s annual investment into childhood cancer research.