MUSE Platinum

United States

2021

#LightItBlue

Entrant Company

Thinkwell Group

Category

Social Media

Client's Name

N/A

Sub-Category

COVID-19-Related (NEW)

The #LightItBlue campaign invited businesses and venues across the country to simultaneously “turn blue” on Thursday night, April 9, 2020, to celebrate, honor, and thank our American heroes and essential workers risking their lives on the frontlines of the COVID-19 pandemic. The strategy behind the campaign was to engage entertainment venues, stadiums, and landmarks empty due to the pandemic across the United States and utilize existing LED lights and digital venue signs to spread a remote message of thanks (in blue) for frontline workers, which would then be amplified across social media.

In just two short weeks, a collective of producers organized over 400 iconic landmarks, venues, and buildings across 112 cities in 43 states to light it blue at the same time and share their support online. To participate from home, anyone could share a photo of #LightItBlue inspiration to their social media feeds, join the hashtag, and say thanks to the frontline workers battling COVID-19. From Times Square in New York City to the Space Needle in Seattle, iconic venues, landmarks, and spaces across the country joined in blue to show their support.

The US launch of the campaign reached more than 700 million people online and broke into Twitter’s top 10 trending hashtags on launch night (reaching #7). Having a strong backing of community, corporate, and celebrity support, the #LightItBlue campaign exceeded expectations with its reach and engagement.

Following the success of the campaign in the US and UK, the initiative evolved into a global movement. #LightItBlue became a beacon of support to all frontline and essential workers both in the US and around the world.

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