“Dignity Delivered” was a cross-sector holiday campaign led by Robin Hood, in partnership with L’Oréal and Amazon, to restore dignity and joy to New Yorkers experiencing poverty. At a time of year often marked by material abundance, this campaign delivered something deeper: the emotional power of being seen, valued, and cared for.
L’Oréal donated high-quality self-care products, including skincare, fragrance, and makeup. Amazon contributed its logistical capacity to deliver more than 1,000 kits and pallets of essential goods (diapers, paper goods) to Robin Hood grantees: NY Common Pantry (East Harlem), Win (Brooklyn), and Project Hospitality (Staten Island). Robin Hood led the human-centered storytelling, ensuring real-time coverage of the delivery experience.
The campaign aimed to:
We set measurable goals: 500,000 impressions, three ride-along stories, five recipient testimonials, and four earned media placements. The underlying idea: that self-care isn’t a luxury—it’s a necessity that signals worth, healing, and hope.
“Dignity Delivered” was more than a campaign—it was a large-scale, cross-sector mobilization of people, purpose, and partnership to affirm that everyone deserves to feel cared for, especially during the holidays.
Spearheaded by Robin Hood in collaboration with two powerhouse brands—L’Oréal and Amazon—the campaign required hundreds of hours of planning, coordination across five organizations, and the involvement of over 100 individuals across packing, delivery, and storytelling. Our goal wasn’t just to distribute goods—it was to uplift lives by restoring a fundamental human right: dignity.
Our Strategy
We designed the campaign to be deeply human-centered and logistically precise. We anchored the narrative in dignity and empowerment, emphasizing that self-care is not a luxury—it’s a tangible, affirming expression of worth. L’Oréal supplied premium beauty and hygiene products. Amazon donated its vehicles, staff, and logistics infrastructure. Robin Hood led storytelling, media, and partner coordination across three boroughs.
We mapped out a three-phase content journey:
Each ride-along captured footage of Robin Hood team members traveling across the city in Amazon-branded vans, delivering gifts to New Yorkers experiencing poverty—many of them women, children, and migrant families. On arrival, staff handed out the kits, grantee leaders shared the significance of these items, and clients like Marta Medina offered heartfelt testimonials: “We don’t have nothing, so we’re going to open something.”
We complemented the video with carousel posts, email campaigns, and media pitches. Hashtags like #FightPoverty and #TogetherWithAmazon tied audiences into the movement.
What Made It Work
The success of this campaign hinged on exceptional coordination, mission alignment, and authentic storytelling. Each brand brought its superpower: L’Oréal’s luxury care, Amazon’s logistical scale, Robin Hood’s local expertise. The campaign was nimble but expansive, emotional yet efficient, festive but rooted in equity.
“Dignity Delivered” was a logistical, emotional, and narrative triumph. In just 48 hours, we packed, staged, and delivered:
In total, we reached over 1,000 individuals, many of them low-income mothers, seniors, or newly arrived migrants. More than 100 staff, volunteers, and brand partners collaborated on the ground to ensure every box arrived with care.
The impact extended far beyond the deliveries:
Most importantly, the campaign reshaped the idea of holiday giving—from a transactional donation to a transformative act of care. As NY Common Pantry’s Deputy Executive Director, Judy Secon, shared: “These boxes were wonderfully received… This makes such a difference for the people we serve.”
This wasn’t just a delivery. It was a declaration: poverty may be relentless, but so is our commitment to restoring dignity—one act of care at a time.
