THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Build Against Cancer 2022

Entered in Social Good Campaign

Objective

Since emerging onto the content creation scene in 2017, Ben Lupo, aka DrLupo, has made a name for himself as not only one of the premier gaming creators across all major platforms, but also a steadfast representation of what the content creator and their community can provide to those in great need.

Build Against Cancer began in December 2018 with the goal of raising $1M across the calendar year for St. Jude Children’s Research Hospital, as DrLupo was $570k away from that goal. In his first 24hr event, he raised over $627k with the help of his friends, partners and community. His community was hooked, and from that point forward, Build Against Cancer has been an annual tradition for many, providing what they can each December. From that point forward DrLupo, his wife Sam Lupo, fellow creators, partners and his global community have collaborated to raise over $12.7m for St. Jude.

For the 5th annual fundraising event held December 17-18, 2022, the goal was to up to the ante by streaming the full 24hr event live from the St. Jude campus. This provided all parties an opportunity to expand the experience beyond Lupo’s at-home studio and into the world of St. Jude in a physical sense. The goal was to reach his established audience and new communities through changes to content, providing new tech to make the most of the live experience, while also proving that an event of this caliber could be produced live from an active research hospital.

Strategy

The planning process begins each summer, as the Lupo family and staff at ALSAC, the fundraising and awareness organization for St. Jude, plot out potential PR/audience engagement opportunities leading up to December, external partner support targeted for the campaign and the overall makeup of the marathon event. The day-to-day process and the ability to execute each beat comes down to the “family” relationship between the Lupos and ALSAC.An equal level of investment from both parties allows this experience to flourish in the face of an extremely daunting task to produce a 24hr live event live from the St. Jude campus.

PR/Marketing/Social:

Supporting Campaigns:

Production:

Look & Feel:

Production:

Results

Total Raised: $1.04M in 24hrs ($12.7M raised lifetime since Summer 2017) 

Media

Video for Build Against Cancer 2022

Entrant Company / Organization Name

St. Jude Children's Research Hospital - ALSAC

Links

Entry Credits