THON: Rise & Unify 2021

  • Each year, 16,500 Penn State students

  • are fundraising over $10 million

  • for the fight against childhood cancer,

  • instead of sneaking into bars.

BRIEF: Penn State’s THON is the largest student-run philanthropy in the world and has been dedicated to fighting childhood cancer for over 50 years. It’s primary event is an annual 46 hour no-sitting, no sleeping dance marathon. How could this type of event succeed in a new virtual format?

EXECUTION: As the organization’s Media Relations Lead, I was part of the leadership team tasked with answering that question. Through live-streamed performances, prerecorded content, and celebrity appearances, we showed the world that not even a global pandemic could stop us. We leaned into the aspect of history being made and treated the digital space as just the latest venue. Check out the THON recap video to the left and earned media examples below.

Video Production Lead: Ben Palfy

ABC News coverage

My team’s two most successful media placements alone reached over 100 million people worldwide. See the ESPN radio interview and PEOPLE magazine feature above.