Six graphics created constituted entirety of promotional materials for campaign and were showcased on the THON social media accounts, which have a combined total of 182,000+ followers. All of the proceeds were donated towards funding research and treatments.
Creative was based on THON children (who have been impacted by childhood cancer) and their answers to the question "What Do You Want To Be One Day" — asked and photographed 10 days prior to campaign launch at the THON 5K event. Captions included description of children's answers, matching the illustrations that were hand-drawn onto each image.
(Assisted by photographer Matthew Brownlow - photo editing and all other creative executions done myself.)
"...Eli dreams of being a movie star."
"...Layla hopes to be a wildlife biologist."
"...Corbin wants to grow up to be an NFL superstar."
"...Eva hopes to be a horseback rider."
"...Troy aspires to be a mechanic."
"...Emily strives to be a teacher."
Below: hand-drawn doodles created for images.
The campaign raised over half a million dollars in 7 days, all of which was donated towards the fight against pediatric cancer.
In addition to Instagram, the graphics were posted on Facebook, Twitter, the THON.org website, and DonorDrive. They were also highlighted in the THON Annual program (the "Diamond Guide"), which sold over 1200 copies.
THON™ is a student-run philanthropy committed to enhancing the lives of children and families impacted by childhood cancer. Our mission is to provide emotional and financial support, spread awareness and ensure funding for critical research - all in pursuit of a cure. THON is made up of 16,500 student volunteers and has raised over $157,000,000. The yearlong efforts of over 16,500 student volunteers culminate in a 46 - hour, no sitting, no sleeping dance marathon every February and have raised over 157 million dollars.