Giving Tuesday - Demands for Giving

On Giving Tuesday in Puerto Rico, we turned celebrity gossip into a tool for generosity. We partnered with some of the island’s biggest music stars and leaked their supposed “outrageous backstage demands” to the media. After sparking curiosity and headlines, the artists revealed that every demand was real but meant as a donation to local nonprofits. By hijacking gossip culture, we made giving cool and turned artists into leaders of a movement for generosity.