In 2020, COVID-19 exposed a deep gap in resources and healthcare access within underserved Black and Latino communities, which have been hit hardest by the virus, resulting in substantially higher infection and death rates. Through this first-of-its kind event, our number one goal was to raise funds for the Lung Association’s COVID-19 Action Initiative to provide public health education and advocacy to communities of color and help protect against current and future threats of COVID-19 and respiratory viruses.
#Act4Impact Livestream Benefit Hosted by Queen Latifah is funding the COVID-19 Action Initiatives to:
While the Lung Association has always been a hub of lung health resources, the organization wanted a bigger platform and a unique event to deliver critical information about COVID-19 and highlight the racial inequities in lung healthcare that the pandemic laid bare. So, we invested in the streaming #Act4Impact telecast to both inform and fundraise, in a way that would connect new audiences with the American Lung Association and demonstrate our commitment to ending racial health disparities. We reached out to Queen Latifah to host and she asked her celebrity friends to participate. We were honored and touched by the celebrities and influencers who were willing to bring their time and social networks to this streaming event, including Laura Dern, Vivica Fox, Common, Bob Odenkirk, LL Cool J, Dwyane Wade & Gabrielle Union, Harry Connick, Jr., Whoopi Goldberg, Kelly Clarkson and many more. These celebrities used their social channels to promote before, during and after the event.
Due to the restrictions around travel and production with COVID, the telecast was a mix of both a safe, socially distant live presentation and precorded segments. The telecast featured live segments with Queen Latifah, several of her celebrity friends and some of our volunteer medical spokespeople as well as previously recorded musical segments. Additionally, two compelling Lung Association documentaries were produced to show our reach into the communities in need and important information was shared throughout on COVID and lung health. We also provided an opportunity to our corporate sponsors to support this initiative. CVS Health, as presenting sponsor, led the way and also delivered a message about their commitment to this work.
The American Lung Association leadership, national board and staff were excited about the ability to create an event that addressed lung health disparities and what our organization intends to do about it. The results of the telecast itself has allowed us to make an impact for the communities we serve.
Event KPSs listed below:
In addition to the telecast numbers, we have been able to repurpose content segments from the telecast for our virtual galas and other events, which is continuing to help us raise funds for the COVID-19 Action Initiative.
Significantly, through the funds raised from this event, we have been able to: