Celebrating the diversity, inclusion, acceptance, and unrelenting hope that the series inspires, the strategy was to build awareness and viewership for Star Trek content using the hashtag #StarTrekUnitedGives, before and during the annual Star Trek Day event.
As a heartfelt tribute to Nichelle Nichols, aka the iconic Uhura in the original series and six Star Trek films, event-goers were introduced to a social giveback campaign on Twitter and emphasized on the Star Trek Day broadcast.
Fans were encouraged to Tweet using the hashtag #StarTrekUnitedGives, and for each Tweet, Paramount+ made a $1 donation to the ACLU of Southern California which champions diversity, equity, and innovation—core Star Trek values.
