Overview
#TJBDAY was a 36-hour giving campaign on Thomas Jefferson’s birthday in support of need-based scholarships. The focal point of the campaign was a talent show featuring current UVA students. Website visitors were encouraged to donate in honor of their favorite submission with one dollar equaling one vote.

Although Thomas Jefferson’s birthday has long been celebrated at UVA, it had never before been used as an organized day of giving. The ultimate goal of #TJBDAY was to set the stage for a new, recurring tradition of giving.

Methodology
We emphasized design at all stages of the event to help create fresh excitement around an existing holiday. To reach both current students and alumni, the majority of the event centered around the #TJBDAY website with emphasis placed on social sharing.

To reinforce the #TJBDAY brand and create excitement for the talent show, each student submission received a custom identity and page featuring their talent.

Premade social graphics were available so users could help spread the word.