The University of Pittsburgh Medical Center (UPMC) is a leading nonprofit health system in the United States. Headquartered in Pittsburgh, Pennsylvania, UPMC develops and delivers ‘Life Changing Medicine’ by harnessing the power of technology, translating science into cures, and accelerating the pace of innovation worldwide.
The UPMC Center for Inclusion launched the Dignity & Respect project in 2008, promoting behavioral and organizational change to champion inclusion. Through offline events and networking efforts, the initiative spread into a regional campaign.
Campaign organizers wanted to create national awareness of the initiative and promote the treatment of others with dignity and respect as a fundamental component of life. Specifically, they wanted to extend their audience, raise funding, and spread awareness in schools, workplaces, and at sporting events.
Cosmitto was selected to grow their pledge base, engage their audience, and encourage people to become campaign advocates. With the lofty goal of creating a national campaign with limited resources, UPMC understood that digital marketing was the best way to circulate its message. Before working with Cosmitto, the Dignity & Respect Campaign had 800 Facebook fans and roughly 10,000 pledges. In four months and after one campaign, the follower base grew from 820 to over 10,000. In less than a year, the Dignity & Respect campaign influenced over 11 million people.
In four months and after one campaign, the Facebook follower base grew from 820 to over 10,000.
In less than a year, the Dignity & Respect campaign influenced over 11 million people.