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Special Project

Special Project
From the 2nd Annual Shorty Social Good Awards

CW Good

Entered in Influencer & Celebrity


The objective of CW Good is to highlight the purpose-driven work and causes that stars and fans of The CW Television Network are passionate about. A creative concept born from the behavior of its millennial demographic, The CW aims to help its consumers give back to their community by highlighting the network's stars' initiatives, campaigns, and organizations that are close to their hearts. Since its beginning, CW Good has expanded to highlight many causes including raising funds for Hurricane Harvey, donating meals to L.A.'s homeless, supporting the Guide Dogs of America, and more.

Strategy and Execution

By keeping a close eye on The CW's core demographic of 18-34 year olds, an interesting trend emerged. This young, predominately millennial generation consistently demonstrated a profound interest in giving back to their community and making a positive impact on the world. With this knowledge, CW Good was created, both as a broadcast initiative and a digital vertical for CW Good aimed to encourage, enlighten, and inform our audience of social conscious causes.

With the success charitable challenges have had across social media, CW Good teamed up with the creator and star of Crazy Ex-Girlfriend, Rachel Bloom, to create 'Tap Off For Broadway Cares,' a tap challenge aimed to support Broadway Cares/Equity Fights AIDS. The tap challenge spread to other CW shows, including Jane The Virgin as well as stars from other networks, all putting their best feet forward to help support the cause.

Another one of these passion projects, was Jane The Virgin star Justin Baldoni's MY LAST DAYS, a three-day broadcasting event that premiered last summer. It highlighted six real-life superheroes whose terminally ill diagnoses didn't stop them from making a positive impact in life. In the year since, CW Good has gone on to highlight several charitable initiates and PSAs, featuring more of The CW's talent.

With "Carnival of Love," the Jane The Virgin family helped transform Skid Row, the largest homeless population in the United States into a "colorless, classless, beacon of light." Additionally, various stars from our DC superhero shows shot "hoops for hope" to donate meals to the local food bank. The CW Family is proud to help support and bring awareness to a worthy cause.

In addition to partnering with network talent, CW Good has worked with Guide Dogs of America to share the important process these animals must go through in order to become an efficient and comforting guide dog for people with disabilities. Using social media and the CW Good website, we are able to show a lifelong journey of an aspiring guide dog, Ethel, from her beginning stages as an adorable puppy to her final career as an accomplished and official guide dog. Through Ethel and her trainers, we hope to not only highlight Guide Dogs of America but also show a behind-the-scenes process of what it takes for clumsy, attention-drifting puppies to grow into the stable, consistent force of an official guide dog. By documenting the incredible lives of both the animal and their trainers, we strive to enlighten those who are unaware about this organization as well as encourage many to give back in other unique ways.


Recently, CW Good was honored by The United Friends of the Children, when it received the Brass Ring Award.

CW Good has seen incredible response by not only the charitable community but also by those it aims to serve and inform. MY LAST DAYS received an extraordinary reaction from our social media audience resulting in viewers sharing their own stories of those who have touched their own lives. By spreading CW Good across The CW social handles and highlighting our CW Family, we have been able to reach a broad audience of millions of people with our positive messaging. For example, our Hurricane Harvey PSA viewed over a million times on a Facebook across our show's platforms. Some of our other highlights include almost 2 million streams of our Live Puppy Cam, Supergirl's Mehcad Brooks' increasing awareness of the environment, and the donation of hundreds of meals for the homeless. We look forward to spreading even more awareness of these critical causes and others over the coming months and years, and we'll continue to strive for positive changes in our society!


Video for CW Good

Entrant Company / Organization Name

The CW Television Network


Entry Credits