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Special Project

Special Project
From the 1st Annual Shorty Social Good Awards

How Tomorrow Gives

Entered in Corporate-Community, Video


Create a sharable video encouraging CSX employees to donate their time, money or both to a charity of their choice, with CSX matching their donations. Broadening charitable giving was a key goal and strategy as our client felt that if employees were encouraged to give to their favorite charity, overall participation and giving would increase. Also, we wanted to uplift employee morale in a year where the client was going through tough job reductions. Finally, we were tasked with increasing traffic to the How Tomorrow Gives website, increase donations (both monetary and hours) and increase good will within CSX communities.

Strategy and Execution

We came up with video concepts, each more daring than the last. Featuring actual employees, flying robots and giant meteors, the client loved the concepts so much, they approved them all (though they only needed one!). How Tomorrow Gives was shared via the CSX intranet, the How Tomorrow Gives Microsite and on CSX TVs at their headquarters and regionally.


Through our efforts this year, we increased Workplace Giving Program Participants by 163 employees YOY and increased the payroll deductions by $113,000. We also saw a 3-fold increase in the number of organizations supported, 287 organizations after this year's campaign compared to 62 organizations on record in 2015, a major achievement. And finally we saw 19,000 video views on the CSX video channel. The clients and the employees were extremely happy.


Video for How Tomorrow Gives

Entrant Company / Organization Name

MullenLowe Winston Salem , CSX


Entry Credits