The Challenge

How can GoFundMe raise awareness of its Puerto Rico launch in an informative, culturally relevant way, creating a strong call to action for Puerto Ricans living in the archipelago?

The Strategy

Commission 8 Puerto Rican content creators to amplify a Puerto Rican GFM campaign of their choice, while noting the official launch of the service in the archipelago. I wrote each creator brief, wrote the script for Jools Lebron’s video, edited all other videos, and facilitated conversations between creators, GFM’s internal team, and those behind the featured GFM campaigns. Each fundraiser exceeded its goal — and Jools even created a second organic video for the campaign without being asked.