Lee National Denim Day 2007
We have the privilege of managing the largest single-day fund raiser for breast cancer in the world: Lee National Denim Day. We started the program, along with our client, Lee Jeans, 11 years ago.
Last year we experimented with some social media communication to help spread the word about this campaign. This year, we've expanded those tactics significantly:
Team pages on the Denim Day site allow groups of people to manage their own mini-campaigns and socialize their experience. I joined Mariska Hargitay's team (she's our lead ambassador this year). We've also created a YouTube channel, a cause/group on Facebook, and a MySpace profile.
Denim Day is October 5th, so we'll be rolling out more efforts as we get into the last month of the campaign.
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