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Special Project

Special Project
From the 5th Annual Shorty Social Good Awards

Big Virtual Climb: Leukemia & Lymphoma Society + Collab

Finalist in Medical Research


The Leukemia & Lymphoma Society (LLS) is a nearly 70+ year old organization and the global leader in the fight against blood cancer. LLS funds lifesaving blood cancer research around the world and provides information and support services for blood cancer patients.

LLS has raised money for their critical research through events. Many of those events have become famous in their own right such as “Light the Night.” However in 2020, due to COVID, event-based programs were no longer an option. The LLS team had to reimagine how to market and encourage participation for their upcoming event, the Big Climb - a coordinated race to the top of the world famous SalesForce Tower in San Francisco: 1,762 steps, 61 flights.

The LLS team evolved the physical event into a digital event. The idea of the “Big Virtual Climb” was born and LLS enlisted new partners to bring the idea to life and achieve the fundraising goals.

Strategy and Execution

The LLS team reimagined how to market and highlight participation in the event by adding a digital content partnership strategy. LLS for the first time ever decided to include TikTok, given the platform’s meteoric rise during COVID quarantine. To activate on TikTok LLS enlisted Collab. Collab had quickly become one of the top companies working with brands to develop programs that unlock the potential of TikTok. 

The idea of the “Big Virtual Climb” was to re-imagined the event so anyone could participate. On TikTok the goal was to drive awareness of the program and inspire participation. 

Collab identified and recruited a group of TikTok Creators that would be enthusiastic about the event and would get the word out in a way that TikTok audiences would love. This was critical given it was LLS’ first program on the platform. Each creator made a TikTok showcasing their own Big Virtual Climbs and encouraging their followers to participate and donate. 

Select TikTok content includes: 



Entrant Company / Organization Name

Collab, Leukemia & Lymphoma Society


Entry Credits