For this ambitious project, my team at StepChange Group worked with Wieden & Kennedy as well as Levi’s directly to create a staged campaign through social media. We created a microstie that was replicated within Facebook but could stand alone to connect with multiple social media channels (a very new thing for the time). We unveiled different pioneers for social change over time and asked followers to support and share the pioneer’s messages. We created our own tracking stats for shares and tweets and a countdown for each pioneer campaign. In the final stage we wrapped everything up, showed how much awareness was raised for each pioneer, and encouraged people to continue their support.