On March 11, 2011, a huge 8.9 earthquake and subsequent tsunami hit Japan, causing widespread destruction and human suffering.

Idea: In a heartbeat everything changes.

Execution: I designed a movement campaign using a hashtag, a direct response spot, SMS commerce, aggregated original content, custom merchandise and a Facebook community to inspire people to #StandForJapan.  #StandForJapan drove over 2.2 Million Tweets and texts all supporting the American Red Cross effort in Japan.