Surround Yourself with Hope
St. Jude Mother’s Day Campaign— Print & Digital

St. Jude Children’s Research Hospital’s Mother’s Day campaign needed to inspire donations and community support while aligning with Giant Eagle’s brand voice. The goal was to share heartfelt patient stories in a way that felt uplifting and hopeful, not overly heavy, while ensuring messaging worked seamlessly across in-store and digital touchpoints.

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Solution​

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Anchored in the theme “Surround Yourself with Hope,” we created emotionally resonant in-store signage featuring real St. Jude stories and crafted organic social ads to extend the message online. The content balanced warmth and optimism, reinforcing Giant Eagle’s role as a proud sponsor while motivating customers to support a life-saving cause.​

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My Role​

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Concepted and developed campaign messaging to highlight Giant Eagle’s proud sponsorship of St. Jude Children’s Research Hospital, centering on the theme “Surround Yourself with Hope.” Wrote in-store signage sharing uplifting patient stories and crafted organic social ads to inspire donations. Partnered with the design team to ensure visuals complemented the emotional tone while maintaining brand alignment.​

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Analysis

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• Budget: ~$150K (creative development, in-store signage, and digital campaign rollout).

• KPIs:

  • Campaign reached 1M+ customers across Giant Eagle stores and social channels during Mother’s Day period.

  • Organic social posts achieved 3.8% engagement rate, outperforming Giant Eagle’s average (2.5%).

  • In-store signage and prompts drove a 22% uplift in point-of-sale donations compared to the prior year’s campaign.

  • Total funds raised for St. Jude through the activation exceeded $750K.

• Results: By combining authentic storytelling with warm, hopeful messaging, the campaign successfully inspired community support, strengthened Giant Eagle’s reputation as a socially responsible brand, and helped raise critical funds for St. Jude.

• Learnings: Audiences responded most strongly to hopeful patient narratives rather than heavy appeals, confirming the effectiveness of positivity-driven cause marketing.