NIKE + OHSU
Dr. Druker and Oregon Health & Science University (OHSU) are well known for their breakthroughs in oncology. After OHSU proposed a 10-year fundraiser with a goal of $250,000,000 towards cancer research, Phil Knight (CEO of Nike and a long-time philanthropist for OHSU) challenged them to raise half a billion dollars in 2 years and he would match it. If they are successful, this one billion dollar total donation to OHSU will be one of the largest donation towards cancer research in history.
TAKE PHIL'S MONEY
Problem: This project called for big ideas with incredible momentum to sustain fundraising for 2 years.
Solution: Be provocative. Bring in the NIKE mentality. This began with Phil Knight challenging OHSU— we extended the challenge by daring rivals, organizations, and people to “Take Phil’s Money."
The main fundraising site.
The digital campaign.
Examples of Take Phil's Money campaign in social media
Phil "recruits" elite doctors to create a dream team.
Phil calls out on his biggest rivals (Adidas, Puma, etc.)
The end of campaign (only if we raise $500,000,000)