American Airlines
Lifting up charitable causes through Giving Tuesday and internal communication campaigns.
SERVICES
American Airlines Giving Tuesday
Each Giving Tuesday, American Airlines supports a campaign to encourage AAdvantage® members to donate miles to charitable causes that fall within its four giving pillars: social good, global health and well-being, heroes and the planet. Nonprofit organizations such as American Red Cross, Stand Up to Cancer, Make-a-Wish, and the National Park Foundation benefit from miles and financial contributions through this annual fundraising effort in which Squires partnered to create an awareness campaign.
Squires&Co utilized existing American Airlines video footage to script, storyboard and edit a campaign video that ran on Instagram, Facebook, LinkedIn and AA.com. The video was then edited into shorter segments for stories and other uses.
A series of social posts were also designed and animated to drive traffic to the donation page on AA.com.
A homepage banner for AA.com, AAdvantage member e-blast header, and headquarters display graphics were created to ensure multiple touch-points for increased campaign visibility.
American Airlines Family Fund
The American Airlines Family Fund exists to help team members that are facing financial hardship after unexpected life events. Squires&Co partnered to develop a campaign to raise awareness of the fund among team members, both those facing hardship and those wishing to support team members through contributions to the Family Fund.
SERVICES
Squires&Co proposed the theme “We Lift Up” for the Family Fund campaign, to reinforce the message of lifting each other up during times of unthinkable hardship. Existing photography assets were leveraged in the creation of campaign collateral.
An overview brochure was created as a tangible reference for employees, with a call to action to visit the website to learn more and either donate or apply for support.
Internal ad space was leveraged to promote the campaign within break rooms and on digital displays.
Tablet screen savers were created to launch on all team member devices, to ensure company-wide visibility of the campaign.
