Winner
WWE & Susan G. Komen – Rise Above Cancer
Using its colorful character and divas, WWE has raised millions for Susan G. Komen’s mission to find a cure for Breast Cancer. Leading up to National Breast Cancer month in 2013, the net sold #RiseAboveCancer branded merchandise, like hats, t-shirts and wristbands in the organization’s signature pink. The character of John Cena figured prominently in the campaign—not the first guy you think of when it comes to the cause, yet a passionate and charismatic figurehead for the campaign. WWE of course leveraged its live events and programs, as well as its massive social following, to promote the cause.
 
Honorable Mentions
Moments.org – INSP
This short-form series of original videos features docs, interviews and stories of uplifting moments of hope, in tackling inspiring patriotism, family, friendship and much more.
 
Turner Sports – #ThanksgivinginMay
Turner Sports’ host Ernie Johnson had an idea: get fans and followers to declare what they’re thankful for. The result? Not too shabby: 93 million impressions and 7.8k tweets.

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