Facebook Backs Its Season of Giving Initiative With On-Platform Video Campaign

The social network debuted four spots Monday

Holly Christensen and Bree Taylor started making princess yarn wigs to bring some magic and make believe to young girls battling cancer Facebook

Facebook kicked off the on-platform component of its Season of Giving initiative with its release of four videos Monday.

The social campaign was developed by in-house media team Facebook Creative X, and it will run through Dec. 21.

The social network said the goal of the campaign is to show that giving doesn’t cost a lot, and that everybody has something to give, and it shared details on two of the four new videos:

  • Brennon Jones, Haircut4Homeless: Philadelphia barber and philanthropist Brennon Jones knew the toll being homeless can take on a person. He decided to help the best way he knew how—giving haircuts and makeovers to men helping change their self-image. A few years on and hundreds of haircuts later, Brennon doesn’t just give free haircuts to homeless people, he’s giving them a new beginning. Brennon uses Facebook and Instagram to share out his stories to his community. He also uses Facebook to promote his “$2 Tuesday” campaign, in which followers donate $2 to help fund his initiative.
  • Holly Christensen and Bree Taylor, The Magic Yarn Project: Holly and Bree started making princess yarn wigs to bring some magic and make believe to young girls battling cancer. What started out as a small gesture for a few girls has grown into a massive movement, touching tens of thousands of families—all powered by volunteers donating their talents to make wigs for young girls and boys. Facebook and Instagram are the primary social media platforms they use to communicate with volunteers, sharing stories of children receiving wigs. Facebook posts are crucial to getting supplies donated, and they use Facebook Live to hold virtual workshops to teach people around the country to make wigs. They also strongly connect through Facebook craft and crochet groups.
david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.