A year in help: 2022

When you look at all the acts of help on GoFundMe—one a second, millions a year—you start to see the bigger picture.

To demonstrate the impact and power of community for its Year In Help campaign, GoFundMe was seeking an idea that would not only thank its donors and stir emotion, but also stand out through the noise of typical year-in-review creative. Inspired by Google's "Year in Search" and with AI generative art going mainstream, GoFundMe saw an opportunity to use this powerful technology to tell the story of real fundraisers on the platform that represented people in neighborhoods across the country and around the world.

The goal: use a strategic mix of original AI-generated video, branded storytelling, social media amplification, and digital media to create a memorable end-of-year campaign that not only showed the collective power of help on GoFundMe’s platform, but also offered additional ways for consumers to donate to 2022’s biggest moments. Beyond that, we hoped to illustrate that every act of help—no matter how small—changes everything.

This campaign won twice at the 8th Annual Shorty Impact Awards: Best Branded Content and silver honor in Generative AI.