Take 100+ celebrities, 50+ media and a trading floor of brokers and what do you get? BGC Charity Day, of course. Our challenge was to ensure we made a big impact for a great cause – on the trading floor, in media and online.
Every year, BGC Partners – a leading financial brokerage – commemorates the loss of 719 of its employees in the terrorist attacks on the World Trade Centre on September 11, 2001, by hosting BGC Charity Day. This remarkable event sees dozens of good causes represented by hundreds of celebrity ambassadors, who take to the trading floors at BGC’s offices in Canary Wharf and around the world, to raise money for charity. BGC Partners donates 100% of its global revenues on Charity Day and over the past twelve years, BGC Charity Day has raised a phenomenal $137million for charity.
For the third year running we were tasked with helping celebrate BGC Charity Day across media and social media. Our objectives were simple: make social ‘massive’, manage the 50+ attending media and 100+ celebrities, deliver zero embarrassments and, critically, ensure nothing gets in the way of raising funds.
In advance of the day, we teased the event through social content, engaging the charities and celebrities involved to build buzz. On Charity Day itself, it was all hands on deck – a well-trained Atomic army ensuring the optimum balance between media, celebrity, charity and BGC’s needs were met. At the same time, we created live content, sharing the day’s happenings via media and social media direct, and driving the #BGCCharityDay conversation.
Twelve hours and ten very sore pairs of feet later, Charity Day was over. But what a day and what a cause to support.