“It’s in the spirit of togetherness that we will rise”

The Memorial Sloan Kettering Cancer Center (MSK) and Ralph Lauren Corporation (RLC) collaborated on a philanthropic initiative called the "MSK Ralph Lauren Center for Cancer Care" which aimed to provide high-quality cancer care and support to underserved communities in the New York City area. The collaboration between MSK and RLC has continued over the years, with Ralph Lauren making additional donations to support the center's programs and initiatives. The partnership has been widely recognized for its impact in improving cancer care access and outcomes for underserved communities.

My Role: Social Media Specialist: Responsible for creative, development, social media strategy, and management.

Cross-functional Partners: Communications & PR, Brand & Creative, Legal/Licensing, Artist Partnerships and Product.

Objective: The objective of the marketing campaign is to support hospital workers who are under immense pressure due to the COVID-19 pandemic in New York City. Ralph Lauren aims to provide this support through their Ralph’s Coffee truck, which is visiting frontline workers at Memorial Sloan Kettering Cancer Center and other hospitals in the New York Metro Area. The marketing campaign aims to unify different aspects of the business and develop a brand strategy and creative direction that resonates with consumers worldwide.

Solution: The approach adopted by the Ralph Lauren team was to inspire individuals from Memorial Sloan Kettering Cancer Center and other hospitals in the New York Metro Area to share their stories, photographs, and videos of hospital workers they have met or know by tagging the campaign's hashtag. This method not only fosters a sense of community but also spreads awareness of the campaign beyond the provision of free coffee.

By implementing these strategies, Ralph Lauren can launch a successful social media campaign that supports hospital workers during the COVID-19 pandemic and resonates with consumers worldwide.

Media Coverage:

WWD: https://wwd.com/feature/ralphs-coffee-truck-traveling-to-new-york-city-hospitals-offering-free-coffee-and-baked-goods-1203637815/

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