Objective

Growing up is hard. Absolutely Incredible Kid Day® (#KidDay) is a powerful, feel-good holiday with one goal: to encourage young people across the U.S. and tell them why they matter. Celebrated annually on the third Thursday in March, #KidDay was founded by legacy national youth development organization Camp Fire; this campaign has reached over 115 million people over the past seven years.

In 2026, Camp Fire and AT&T came together to celebrate Absolutely Incredible Kid Day® (#KidDay) — a nationwide call to inspire connection, confidence, and belonging among young people. Connection also means access, so this partnership aimed to help bridge the digital divide by providing 2,500 laptops to young people across the country, giving them the tools they need to stay connected, curious, and future-ready.

Together, this partnership created a movement of 2,500 acts of connection and 2,500 moments of opportunity, proving that when we connect, possibilities multiply.

The efforts marked two major milestones: 

• 150 years since the first phone call, marking AT&T’s enduring legacy of connection.
• 116 years of Camp Fire, continuing its mission of lighting the way for young people to discover who they are and who they can become.

Strategy

This nationwide campaign was designed to spark meaningful acts of connection while simultaneously bridging the digital divide by distributing 2,500+ laptops. To bring this project to life, a multi-faceted approach was implemented that integrated grassroots participation to create maximum impact:

•  Distribution Strategy: 
  • National Giveaway: 
    • Adults, parents, caregivers, and peers were invited to share messages via voice notes, texts, and letters to a kid in their life, telling them just how loved and incredible they are. 
    • Each entry was considered a submission for the laptop giveaway and brought the spirit of #KidDay to life. 
    • The giveaway started on February 12, with 25 winners selected to receive laptops, culminating on March 19. 
  • Local Activations: 
    • Post #KidDay, in partnership with Compudopt and Human-I-T, 2,500 laptops were distributed to 22 states, leveraging Camp Fire’s affiliate network to provide youth with the technology necessary to support their education and digital skills.
• Integrated Media Strategy: Coordinated PR and social media campaign, encouraging adults to participate in nationwide laptop giveaway. 
  • PR tactics: 
    • A press release announcing the giveaway from February 12 was live on PR Newswire, followed by interviews scheduled for Shawna Rosenzweig, CEO of Camp Fire, across CBS Chicago and FOX32 Chicago.
    • Sending out media alerts for securing ON-AIR mentions for Absolutely Incredible Kid Day® on March 19 across broadcast channels nationwide to generate a buzz around this day and to celebrate this day with young people.
    • PR activations conducted across several cities to increase awareness of the laptop distributions nationwide.
  • Social and Digital Media: 
    • Paid advertisements on Camp Fire social media channels to encourage more entries for the national giveaway and capture behind-the-scenes assets from kids. 
    • Newsletter and email marketing assets and website promotion about the giveaway and the laptop giveaway. 
• Educational Advocacy: Beyond the giveaway, several impactful pieces of content were created to highlight digital equity and the science of affirmation, offering actionable tips to improve youth self-esteem and academic performance.

Results

Through a strategic partnership, Camp Fire and AT&T mobilized communities to provide meaningful encouragement to young people while expanding access to technology. This integrated approach resonated deeply, generating 452 entries via the national giveaway program.

Key Highlights include: 

• The press release garnered 166 pickups, reaching an estimated audience of 55M and driving 922 visitors to the Camp Fire website, with coverage seen in Investors Hangout. 
• Media interviews for Shawna Rosenzweig, CEO of Camp Fire, across CBS Chicago and FOX32 Chicago 
• 35 on-air mentions for Absolutely Incredible Kid Day® across 29 radio stations, 6 TV stations in cities such as Los Angeles, St. Louis, Minneapolis, Hawaii, Bay Area, Michigan, Las Vegas, Kansas City and more
• Local media covered the laptop distribution post-March 19 in key cities, including North Texas, the Boston area, Northeast and Heartland States, Alaska, Minneapolis, Iowa, and many more. 

Beyond quantitative metrics, the initiative succeeded by bridging the gap between digital advocacy and tangible support. #KidDay highlighted the power of connection, creating moments that remind young people that connection and belonging matter, and providing access to necessary tools, ensuring youth are future-ready to thrive in a digital-first world.

Media