Marking the upcoming Chinese Year of the Rabbit, independent agency Rosetta has launched the Warm&Fuzzy Federation, an online effort to build a community of good will while helping the Children's Miracle Network Hospitals.
According to the Princeton, N.J.-based digital and direct marketing agency, the Year of the Rabbit marks the advent of more joyous, harmonious times because rabbits symbolize peace, goodwill and compassion--a sharp contrast to the current Year of the Tiger.
Rosetta is encouraging people to go online to share 100,000 "warm&fuzzy" thoughts and deeds before the Chinese new year starts on Feb. 3. Once that goal is met, Rosetta will donate $10,000 and 100 toy bunnies to the Children's Miracle Network hospital in the city that contributed the most "warm&fuzzies."
Children's Miracle Network Hospitals raises funds for 170 children's hospitals across North America. Since 1983, it has raised more than $4 billion, most of it $1 at a time.
People who want to share their thoughts or deeds can go to a dedicated microsite, WarmandFuzzyFederation.com, to post everything from virtual hugs to acts of kindness. They can also post through the Warm&Fuzzy Federation Facebook app, on Twitter by using the #warmandfuzzy hashtag, on the Warm&Fuzzy YouTube channel or by liking, retweeting or supporting the posts of others. The actions are tracked in real time on the microsite, mapping the social media activity and logging the number of warm&fuzzies and their ripple effects.
"We designed our platform to aggregate large volumes of diverse social interactions, but it also has the power to measure the impact and lifespan of each and every social act, down to bunny zero" said Rosetta Partner Dave Mihalovic in a statement. "This is like dropping a pebble into water and watching the movement of the ripples to see exactly how they travel and precisely where they end up."
Rosetta has also invited its clients and partners to contribute funds or goods for the winning Children's Miracle Network hospital. "Through our actions and those of our users and partners, we hope to spread the Year of the Rabbit's good will across the nation and help hospitalized kids get the care they need," said Toni Hess, partner-executive creative director, Rosetta.