Global Month of Volunteering 2024

Raising the bar for Amazon’s GMV 2024

How do you improve on our campaign success of the first Amazon Global Month of Volunteering (GMV)? By doubling the passion, enthusiasm and creativity of course!

Strategy

We disrupted the standard internal communications approach with our ‘Do Amazing, Be Amazing’ campaign delivering high visibility and high interaction ideas.

Execution and Results

Several First-to-Market techniques, including:

  • Tech-enabled ‘Self Portrait of Volunteering’, a first in India, drove volunteers and 350+ underprivileged children to imagine a better world through Amazon-championed initiatives

  • A multitouch interactive wall, ‘Map of Hearts’, was set up for employees to explore the depth of this impact at a district level 

  • In a first for Amazon globally, we created an animated CGI video to highlight the key impact figures from GMV 2024. you can view it here.

  • Forged a partnership with The Logical Indian for external amplification, leading to 1.79 million+ impressions and 46K+ engagements  

  • Detailed internal communications campaign, consisting of 70+ emailers, blogs, collaterals, newsletters, etc disseminated to entire workforce

  • Leadership activation to showcase involvement and dedication from by 15+ senior Amazonians, through videos, quotes, and specialised communications

  • Employee engagement by featuring top volunteer voices in inspirational posters, Amazon’s intranet, digital screens and standees   

  • Multiple creative mini-campaigns, such as a ‘flush out excuses’ tissue roll with reasons why one should volunteer, and volunteering alter egos such as ‘The Dark Knight’ or ‘The Serial Sign-Upper’ that employees could identify with

  • Merchandise including a ‘Small Steps, Big Impact’ journal, stickers, lanyard, gift boxes, thank you notes, etc 

  • An impactful, feel good wrap-up video showcasing the difference that volunteers made during GMV

We delivered a unique internal communications campaign with record breaking results: 19,500+ employee volunteers came together to impact over 86,000 lives over a one month period. Many thanks to the Amazon Community India team, who truly allow us to stretch the definition of Internal Communications!