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Special Project

Special Project

Lowe's Hometowns

Entered in Multi-Cause Initiative


At Lowe’s, our mission is to make homes and hometowns better for all.  

In 2021, 82% of nonprofit organizations reported increased demand for their programs and services (Points of Light). The same year, Lowe’s celebrated its centennial by investing $10M to help communities recovering from the pandemic through a program called 100 Hometowns. As a result of its success, Lowe’s was inspired to continue using its resources and expertise for a multi-year, multi-cause initiative.  

Enter Lowe's Hometowns: a five-year, one hundred-million-dollar commitment to positively impact local communities. From 2022 through 2026, Lowe's Hometowns set a goal to complete nearly 1,800 community impact projects, including 100 projects selected annually from consumer nominations and nearly 1,700 projects selected through Lowe's stores and support centers. More than renovating local communities' physical hubs and heartbeats, each project addresses critical needs in America, from food insecurity to safe and affordable housing, veterans' issues, the skilled trades gap and more. As such, the program accepts nominations from around five distinct areas.  

Through the launch of Lowe’s Hometowns, Lowe’s and PR agency FleishmanHillard set out to drive consumer nominations, build awareness for the all-new program and spotlight Lowe’s associates’ work to make homes and hometowns better for all.  


The strategy to support the Lowe’s Hometowns (LHT) program was executed over nine months and three key moments in the program: the launch announcement in March 2022, the 100 selected projects announcement in June 2022 and local Red Vest Days through December 2022. The integrated campaign included tactics across earned, owned, social and influencer channels, including: 






The first year of Lowe’s Hometowns received 1,500 consumer nominations, driven directly by social media, influencer partnerships and local media coverage. Media coverage was 100% positive and accomplished the PR goals of both spreading awareness for the program and reinforcing Lowe’s reputation as a brand that cares for communities.   

Additional highlights and results from each tactic include:   





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