All service members have a few things in common: bravery, sacrifice and, of course, the pushup. This Memorial Day, to honor the men and women of the military, CSX is asking all Americans to “Drop and Give Them 10” pushups. When you do, the railroad company will donate up to $50,000 to Wounded Warrior Project, an organization that provides support for injured service members.
From May 20-29, CSX will donate $1 to the WWP for each individual who completes 10 pushups in honor of U.S. veterans. CSX will double its donation to $2 for each participant that shares a photo of their pushups via Instagram or that tweets support using the hashtag #GiveThem10. CSX will be highlighting some interesting submissions from participants throughout the next few days, so people can follow along by keeping tabs on http://twitter.com/CSX or http://www.facebook.com/OfficialCSX. This campaign coincides with CSX’s sponsorship of AMC’s War Heroes Weekend, which airs May 25-28. During this period, AMC will air a marathon of war movies to honor America’s men and women in uniform.
Why it’s effective?
Online and Off: The Perfect Combination. – The “Drop and Give Them 10” campaign is unique because it combines an easy online ask [i.e. Tweet or share photos], with an easy offline task [i.e. the push up]. Consider it a Goldilocks-and-the-Three-Bears scenario for viral campaigns. It doesn’t ask consumers to do too much, but it doesn’t ask too little. By incorporating a quick offline action, it makes the campaign unique and perhaps more attractive to Americans who are constantly being barraged with online campaigns.
The Pushup. It’s quite brilliant. The pushup is synonymous with the military. It’s also nostalgic. It reminds Americans of their elementary school days fulfilling their physical fitness test in PE class.
The Cause. – The Wounded Warrior Project has strong brand recognition as a credible, trusted organization fighting to support our soldiers.
The Sponsor: Why CSX? Well, it just makes CSR sense. Nearly one in five CSX employees serves or has served in the United States armed forces. In fact, last month CSX was ranked #1 on Diversity Inc.’s Top 10 Companies for Veterans. And the company ships goods to more military facilities than any other major U.S. railroad.