John Legend & ABC help provide direct relief to struggling families
Pop up digital charity events are a popular way to do good for the world’s most well-known companies. These are the moments when brands come together to use their combined platforms, along with the far-reaching influence of celebrities, to raise awareness and funds for important causes.
On June 21, 2020, to celebrate Dads everywhere, John Legend and Family: A Bigger Love Father's Day aired on ABC. The special combined live musical performances with some much-needed levity and virtual appearances from celebrity dads like Marlon Wayans, Common, Jesse Tyler Ferguson, Patton Oswalt, Roy Wood Jr., Stevie Wonder, Scottie Pippen and Shaquille O'Neal.
Given the devastating effect of the Coronavirus pandemic on families in Los Angeles, where John Legend and his family reside, many households struggled with instability during an unprecedented time. This event had the potential to provide support and generate donations that would go to these families in need. The brands chose to elevate the special beyond conventional entertainment programming aired on broadcast television. The multi-platinum artist used his star power to encourage grassroots donations in the peak of prime-time TV to support locals who were struggling to make ends meet.
During the one-hour special on ABC, and across his social media channels, Legend called for viewers to text LEGEND to 27126 to donate to the nonprofit organization Accelerator for America. Legend utilized Goodworld's Text Engagement feature to make it easier and faster for individuals wanting to support the campaign to make a donation. While the code only appeared on screen for a few seconds, the special was broadcasted across the nation, resulting in a spike of generous, impulse donations that provided direct financial assistance to Angelenos in need. What’s not to love?
The philanthropic element of ABC’s special was inspired by the success of the Angeleno Campaign, created by The Mayor’s Fund for Los Angeles. The campaign leveraged Goodworld's technology to collect donations for the purpose of delivering immediate relief to individuals and families experiencing extreme financial hardship during the COVID-19 crisis. Families were able to receive financial support from the fundraising generated from this event.
“Music and humor have always lifted our spirits during tough times. This special celebrates love and the connection to the ones you care about most.”
— John Legend