#GivingTuesday: the United Nations Foundation puts a spin on giving with a newspaper circular meant to “spark conversation, spur action, and support good”

#GivingTuesday is a global day of giving fueled by the power of social media, collaboration, and kind hearts.

Celebrated on the Tuesday following Thanksgiving (in the U.S.) and the widely recognized shopping events Black Friday and Cyber Monday, #GivingTuesday kicks off the charitable season, when many focus on their holiday and end-of-year giving. Since its inaugural year in 2012, #GivingTuesday has become a movement that celebrates and supports giving and philanthropy.

#GivingTuesday is one of the best ways to get involved is in your own community. CLICK HERE to find a directory to help you find organizations, charities, and events in your community.

In 2016, #GivingTuesday added a very unique spin on the traditional #BlackFriday newspaper circular. This blog post by GlobalExtrovert.com (Aaron Sherinian) sums up the creative concept and desired effect nicely:

[W]hat if these [newspaper] ads, rather than getting a cursory glance and then moving into the recycling bin, could do something more?

This holiday season, the United Nations Foundation is sharing this traditional newspaper circular advertising space with retailers in order to promote a growing day of global philanthropy. #GivingTuesday is a day to give time and money to causes which improve the world. This year it falls on November 29, immediately following Black Friday and Cyber Monday.

Inspired by a group of creative friends at Boncom, the UN Foundation has created a special advertisement promoting this year’s #GivingTuesday. The circular promotes a range of ways we can give back to our communities and the world. It will be disributed inside four major newspapers across the country, as well as online to catch the attention of Cyber Monday shoppers.

#GivingTuesday serves as a counterpoint to the holiday consumerism which has increased over the years. It is a chance to give back instead of simply shopping, shopping, shopping! The UN Foundation’s circular capitalizes on this by borrowing the language retailers use in their Black Friday and Cyber Monday advertising campaigns. The four page circular proclaims: “Let’s make the amount of disease and suffering in the world LOW LOW LOW!” in big, bold letters. “POVERTY. DISEASE. FAMINE. EVERYTHING MUST GO!”

The UN Foundation’s circular is a creative new way to get the word out about #GivingTuesday! It is intended to disrupt the way we think about giving and getting during the holiday season. At the bottom of the eye-catching circular is a disclaimer: “Warning: This is not your usual shopping advertisement. Did this ad make you look twice? Good, that’s our point. This ad is meant to spark conversation, spur action, and support good. Show you are someone who gives back and not just someone who buys stuff.”

The creative idea and execution was also lauded by Philanthropy.com.

So, on #GivingTuesday, what will you give? Your time? Your talent? Your monetary resources?

Whatever you give, remember to do it willingly and your heart will grow three sizes.