Founded as a charity more than 20 years ago, WE believes in making doing good, doable. Celebrating the transformative power of individuals acting together, the WE Day Broadcast inspired action through the stories of everyday Americans making an extraordinary impact in their homes, schools and country. The WE Movement makes it easy for Americans to get involved –whether at home, school or work, by offering resources to help create positive social change in communities and around the world.
More than a one-day event, young people across the country earn their way to WE day by taking action on local and global causes of their choice. WE Day is connected to the free yearlong educational program, WE Schools. Providing schools and community groups with curriculum, educational resources and action campaigns, the program is designed to enhance a school's existing social initiatives or spark new ones.
The 2017 WE Day Broadcast featured a star-studded lineup of inspiring young Americans, chart-topping performers and iconic celebrities including Alessia Cara and STOMP, James Franco, Josh Gad, Tyrese Gibson, Selena Gomez, Alicia Keys, DJ Khaled, Demi Lovato, The Muppets including Miss Piggy, Fozzie Bear and Statler & Waldorf, Seth Rogen, Hannah Simone, Lilly Singh, Oprah Winfrey and more.
The WE Day CBS broadcast showcased how American families, corporations, schools and icons can work together to change world. The core priority of the broadcast was to show viewers how simple it is to join the WE Movement and encourage them to get involved in their local and global communities. The broadcast was one-hour in length, with half of the show shot as vignettes, while the other half was captured live at the WE Day California event at The Forum, in late April 2017. Through key strategic corporate and celebrity partnerships, emotional and inspiring content was created to empower audiences to take action.
Filmed in front of an audience of 16,000 people, the broadcast was hosted for the second time by long time WE Day supporter Selena Gomez – who encouraged viewers to join the WE Movement throughout the broadcast. Paired with a 70- person youth choir, Alicia Keys performed her anthem, Holy War and Alessia Cara opened the show in a collaboration with the cast of STOMP and 40 youth dancers, performing Wild Things. DJ Khaled, Lilly Singh, Josh Gad with The Muppets and Tyrese Gibson appeared onstage challenging viewers to take action.
By partnering with corporate sponsors - Allstate, Unilever, Walgreens, Microsoft & KPMG – the WE Day Broadcast was able to shine a light on issues like accessibility, gun violence, families experiencing homelessness, urban gardens, literacy, health and well-being. Sponsored segments enabled the production to share multiple stories of youth who are leaders in their community, doing good for other or overcoming obstacles. Each sponsored vignette had free complimentary resources made available on the WE Movement Facebook page.
The air of the WE Day broadcast was a success. All participants were happy, engaged and hopeful to participate again. Door Knocker Media and the WE organization was thrilled with the below results from the air date:
3.1 million viewers
Trended in the US on Twitter twice: #4 topic during 8PM ET show, #11 topic during 8PT (11ET) show
Growth of Online Community: 7,631 page likes (+348%) and 7,990 followers (+356%)
Increased Engagements: +5,080% increase in actions on page and 162,060 engagements on all posts (+104%); verifying content was engaging
Facebook engagement totals: reach of 4,057,979 and 5,430,783 impressions
Sponsorship: 22,809,596 total partner impressions and 5,726,828 engagements (predominantly video views), surpassing internal targets
