BACKGROUND
GIVE WITH LIBERTY is one of three philanthropic initiatives Liberty Mutual offers their employees, empowering them to do inspiring, vital work for the causes they care about. For two weeks each year, employees can donate money to a charity of their choice and Liberty will match 50% of their donation. The problem is, many employees are either not aware of the program or they don’t realize the impact they can have.
THE ASK
Develop a campaign that drives pride among employees, and increases positive sentiment toward Liberty’s commitment to supporting communities. When faced with gigantic issues like world hunger, homelessness, or the state of the environment, some people assume that their modest contribution won’t be enough to have a real impact. In fact, it’s one of the most commonly heard reasons behind people’s hesitation to donate. To unite employees under one common goal and remind them that together, they can truly make a difference, we developed a campaign around a simple narrative - NO GIVE IS TOO SMALL.
THE DIGITAL HEART
To reinforce that no give is too small and that each donation is part of a greater whole, we developed a data visualization LED wall where each dot represented an act of giving. Together, the dots made up a giant yellow heart, the constant symbol representing Give with Liberty. Throughout the two weeks of the program, the heart grew, pulsing and twinkling with activity. It also cycled through various employee quotes and filters to show participation by charity type and location. When employees walked by, the heart undulated and the dots scattered to surround the person, reiterating their impact.
THE RESULTS
CD: RICHARD SHIDELER