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March of Dimes

Saving a Decades-Long Tradition Threatened by COVID-19

3 min read
OFFICE: Washington, D.C.
Eli Manning at March for Babies event

Celebrities, healthcare experts, local heroes and TikTok choreographers were moved to step up in support.

our solution

Position participation as a way to stay fit during lockdown with social media as the community venue.

Within the usual charity walk time frame, we completed 10 digital activations, inviting people via social and earned media to “Step Up” at home in support of moms and babies. Instead of packing city streets, participants could download a step-counting app via marchofdimes.org, then use @charitymiles on social to share participation.

To help sponsors achieve greater reach amid stay-at-home orders, we engaged all 109 March of Dimes satellite centers to provide more digital ways for sponsors to connect within the socially distant landscape.

Graphic text virtual march for babies real steps
the impact

We preserved a beloved U.S. tradition — and life-changing support for moms and babies in need.

The online activations drew hundreds of thousands of people to “Step Up” from home, maintaining not only donations but all 1,700 sponsor relationships, and raising $2 million through app integration alone. And by delivering virtual experiences rooted in familiar in-person activities, we successfully emulated that community March-of-Dimes-charity-walk feel.
sponsors maintained
dollars raised during the peak COVID-19 onset period