Earlier this year, Disney Parks teamed up with the Make-A-Wish Foundation to launch a charitable social media campaign called '#ShareYourEars.' While many brands use social media as a tool for promoting their products, Disney's latest initiative demonstrates that social platforms can also be used for more noble causes.
The #ShareYourEars campaign was launched earlier this year as a way of celebrating the 100,000th Disney wish granted globally. The campaign involved asking Disney fans to share photos of themselves with Mickey Mouse-style ears on Facebook, Twitter or Instagram. For each photos with the hashtag #ShareYourEars Disney Parks donated $5 to the Make-A-Wish Foundation. While Disney had originally set a cap of one million on the campaign, the overwhelming social media response encouraged the company to double its original donation.
The campaign demonstrates how brands can use multiple social media channels to support charitable initiatives.
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