Thankful for Diversity is a global engagement campaign, created and launched by Thankful, that aims to reach millions in an effort to generate widespread inclusiveness in a divided world. Thought leaders, celebrities, and influencers will join the campaing, contributing their own messages and calling for the public to support the #Thankful4Diversity movements. Participants in the #Thankful4Diversity campaign will flood social media with positive messages, beautiful images, and inspiring videos to create a community of people who are #Thankful4Diversity, deomonstrating the contagious way gratitude improves the wellbeing of individuals and society as a whole.
Thankful will engage more than 30 charities that support diversity and 10 international corporations, across a range of verticals. Each organization will saturate its own social media channels with the #Thankful4Diversity campaignboth its own contributions and re-posts of the contributions of othersand will call their supporters to action to share a message across social media.
To encourage and entice the campaigns charity partners to actively engage their own supporters, Thankful will hold a friendly competition with the potential to win one of ten $100,000 grants. Charity partners will reach out to their supporters with a #Thankful4Diversity message, using the tools provided by Thankful, and encourage their supporters to capture a moment that represents diversity in their communtiies as a story, photo, or video. Thankful will chose the 10 best submissions and reward each with a $100,00 grant, intended to fund a diversity-focused program with concrete, measurable outcomes. Thankfuls goal is to reach more than 500 million people through this campaign.
Global data collected through the campaign will be anazlyzed by geography to determine regional and local diversity-related issues. Thankfuls community of expert partners will then use these insights to create targeted programs that address those issues.
The intention of this campaign is to underpin this global activity with locally based initiatives launched and implemented by corporations and schools. Thankful has established a Thankful School Program to teach school age children the values of empathy and gratitude and to help them create life-long thankfulness habits. Through this project, a Thankful4Diversity module will be added to the Thankful School Program. In order to similarly engender cultures of thankfulness through business engagement with employess, Thankful will also work one-on-one with companies to develop unique Thankful4Diversity programs that address their specific workplace challenges.
Thankful will also launch a website to publishing thankfulness and gratitude related content from experts and thoughtleaders.By selling ad space on this site, Thankful will be able to earn revenue that is re-invested in the campaign.
- Conduct outreach to CGI Members, both corporations and charities
- Continue follow up discussions with potential partners
- Sign MOU with partners as they join the #Thankful4Diversity campaign
- Confirm funding from sponsors
- Confirm major global partners: five corporate sponsors, 10 major charity partners, three media channel Partners, and 20 smaller charity partners
- Develop Campaign Materials, Media, and PR Strategy
- Implement Media and PR Strategy: issue press release, promote celebrity ambassadors, create relevant content; additional activites TBD based on specific work of media channel partners
- Take Campaign Live: One-month of social media outreach, broadcast activity, and donor and supporter communications from charity partners
- Generate PR and promotions activity from celebrity supporters and advisory board
- Measure Campaign impact in terms of global reach and engagement from a media perspective; issue report on the effect of the #Thankful4Diversity social media campaign
- Review campaign submission to determine the winners of the grant competition
- Host events at Sundance Film Festival and in New York City
- Award 10 grants of $100,000 each to to charity partners for program development in March 2017
- Work with grantees to implement relevant programs underwritten by the $100,000 grants
We are facing a range of social, political, and environmental challenges that cause fear, mistrust, and divison among local and global communities. In 2016 the need for a conversation about diversity has never been stronger or more relevant. Many groups suffer discrimination and potential isolation and violence in communities around the world. This is not just a minority, a gender, a religious or a racial issue, this is a human rights issue. The willingness of communities, corporations and governments to work together to acknowledge the value of individuality and diversity is in our collective human interest. Now more than ever, we need to inspire gratitude and respect, allowing thankfulness and diversity to heal our world. Gratitude, a behavior that is universally valued as a virtue and supported by the world's major religions (Emmons & Crumpler, 2000), is easy to practice but commonly not practiced as often as it could be in today's fast-paced society for various reasons. And yet, psychologists are discovering that one of the easiest ways to experience genuine gratitude is by simply expressing thanks to others (Lambert et al., 2010).
Research clearly shows that experiencing gratitude causes people to behave prosocially not just toward benefactors who have been kind to them but toward other people as well (Bartlett & DeSteno, 2006; DeSteno et al., 2010; Tsang, 2006). When individuals express thanks to their partners or to their friends they experience greater compassion for those people and become more responsive and kind toward them, which in turns strengthens these social ties (Bartlett et al., 2012; Gordon et al., 2012) but also creates a stronger sense of community for everyone involved (Algoe, Fredrickson, & Gable, 2013; Lambert & Fincham, 2011). The science is showing that a main reason expressing gratitude increases compassion, empathy, and prosocial behavior is because it helps individuals feel socially valued (Grant & Gino, 2010), and research on positive organizations indicate that when people express thanks at work this tends to spread socially, creating a more compassion and supportive climate as well (Cameron, 2008). Therefore, practicing gratitude is a simple yet powerful behavior that reframes our perceptions and helps spark positive habits that don't just help individuals live better lives but can help transform society as well (Froh & Bono, 2014).