Michael J Fox Giving Tuesday Twitter Campaign

Most brands chase sales on Black Friday. But the Michael J. Fox Foundation flipped the script on Giving Tuesday with the “unselfie.” Instead of showing off, supporters posted photos explaining why they care about Parkinson’s research.

Marketing Analysis

The tweet hits all the right emotional cues. A dad and daughter sharing their reason for supporting the cause makes it human. The hashtag #unselfie creates a clear call to action, while #GivingTuesday and #Parkinsons boost discoverability and community momentum.

Why It Works

• Turns users into storytellers
• Builds identity-based connection (“people like me care”)
• Offers a simple, low-barrier participation cue
• Creates shared social proof through user photos

Real-World Wins

• ALS Ice Bucket Challenge: $115M raised from viral videos
• Movember: turned mustaches into $1B+ of awareness and donations
• Coca-Cola’s “Share a Coke”: names + personalization = 2% sales boost