With school starting, Philadelphia agency Red Tettemer is running "100 Uniforms in 100 Hours," a campaign to buy school uniforms for children from lower-income families. The campaign, which ends at 4 p.m. (ET) Saturday, raised enough money for 145 uniforms in its first 48 hours.
The city of Philadelphia requires all public school students to wear uniforms -- which, at $20 each, can put back-to-school expenses out of reach for many families.
"We heard about the uniform shortage, wanted to help and didn't want to waste any time. We figured a down-and-dirty movement pushed through Twitter and Facebook would likely help us get some kids to class," says Steve Red, president-chief creative officer of the independent creative agency.
Money from the campaign, which started at noon, Aug. 26, will go to the Northern Home for Children, which provides services and support to more than 3,000 children and their families annually throughout the Philadelphia area.
Along with the campaign, Red Tettemer introduced Northern Home to the use of social media. As part of this, the agency brought representatives of Northern Home to a Social Media Club Philly meeting themed, "Social media for social good." Members spent the second half of the meeting giving them tips on how to best use Twitter and Facebook.
When the campaign launched, club members spread the word, and the national advisory board of the Social Media Club helped expand news of the effort nationally and beyond.