To commemorate its 20th anniversary and further its core mission of spreading positivity, UP Entertainment established National UPlift Someone Day on October 30, 2024. This new national day was designed to inspire a movement of kindness, where individuals are encouraged to perform simple, uplifting acts, ranging from writing thank-you notes to participating in community service.
The campaign's objective was twofold:
Drive meaningful awareness and participation in National UPlift Someone Day through earned media, influencer support, and organic social sharing.
Reinforce UP Entertainment’s brand identity as the leader in uplifting entertainment while aligning with key partners to address food insecurity and elevate community voices.
Through a fully integrated, non-paid strategy, including media relations, influencer outreach, grassroots activation, and employee engagement, UP Entertainment aimed to inspire widespread audience participation while reinforcing its legacy of pro-social storytelling. Media impressions, influencer reach, social engagement, and meaningful brand association were key measures of success.
Strategy
To bring this idea to life, UP Entertainment leveraged its existing “UPlift Someone” campaign, which had already reached over 200 million people, and transformed it into a lasting movement. The creation of National UPlift Someone Day marked a significant evolution, formalized through the National Day Archives.
The strategy hinged on earned media and organic amplification. UP Entertainment activated its extensive brand ecosystem (including UPtv, aspireTV, and streaming service UP Faith & Family), and collaborated with mission-aligned partners to broaden reach.
Key executions included:
Partnerships with national and local organizations, including Feeding America (highlighting food insecurity across 200+ food banks), 1-800-Flowers.com (offering discounted gifts and co-hosting a sweepstakes), Girl Scouts of Greater Atlanta, and Atlanta Community Food Bank.
A robust partner toolkit with PSAs, sample social copy, graphics, and uplifting ideas to simplify content sharing across digital platforms.
Influencer collaborations with six social creators who generated 31 original posts, encouraging their audiences to participate in the campaign.
Owned media promotions across UPtv, aspireTV, and digital platforms: on-air spots, email marketing, blogs, sweepstakes, and banners.
Employee engagement with a hands-on service project: assembling 500 “Blessing Bags” for the unhoused in partnership with Love Beyond Walls.
Legislative recognition with an official commendation from Georgia Governor Brian Kemp’s office proclaiming October 30th as National UPlift Someone Day.
By making kindness accessible, diverse, and well-resourced and by amplifying it through PR and digital outreach, the campaign sparked grassroots engagement and increased awareness of both the cause and the UP Entertainment brand.
Results
The campaign exceeded all objectives for impact and earned media engagement:
Social reach topped 2.1 million impressions through posts from UP Entertainment’s partners, including Feeding America, 1-800-Flowers, local community groups and participants showcasing how they UPlifted others..
Six influencers generated 31 unique pieces of content, delivering over 9 million impressions across platforms.
Earned media coverage appeared in 26 outlets, generating an estimated 725K impressions with a combined potential audience of 277 million. Key placements included Forbes, MediaVillage, Movieguide, and faith-based media outlets such as Christian Television Network and Gospel Music Association.
The sweepstakes campaign with 1-800-Flowers boosted audience participation and brand goodwill during October.
Internally, the company’s community efforts resulted in 500 Blessing Bags assembled for unhoused individuals in Atlanta.
And critically, the establishment of a nationally recognized holiday ensures long-term brand and mission alignment, with plans underway for a larger second year on October 30, 2025.
This integrated, earned-first approach demonstrated how purpose-driven storytelling and community partnerships can create enduring cultural impact without relying on paid promotion.
