Live L.A., Give L.A. 2015
Due to timing issues, we had to use actors for the 2014 campaign so the 2015 version of Live L.A. Give L.A. saw the incorporation of real patients and their stories. Collaborating with our PR team, docs and nurses on the front lines, the marketing team reviewed dozens of patient stories throughout the course of the year. We determined that these kids had the most compelling stories to tell. The ads were simplified versions of what these little warriors were going through in hopes that the viewer would be inspired to donate. TV, radio, billboards, malls and print ads were deployed with longer form versions of their stories told on social media. We teamed up with Heidi Klum to shoot a version of the commercial as well patient moms to develop an emotional patient spot.
$1.9M was raised as the result of these efforts - a 36% increase year-over-year.