A global survey indicated that the world was becoming a less caring place. Johnson & Johnson (J&J) set out to show that a more caring world is possible. We conducted an experiment to prove that the care you give your child is returned to the world. We visited an elementary school classroom and asked children about all the caring things they do. Then, with the help of a renowned children’s author, we turned these children’s stories into children’s books. We then surprised both parents and children with their completed stories of care. We shared the experience with millions and allowed others to download the free eBook. For every download, we donated printed books to school libraries around the country to further inspire others.

We kicked off in March of 2014 in the US, produced in May and launched online for a roughly two month run in June. This program was meant to support a broader corporate wide CARE INSPIRES CARE™ initiative. Each story is based on actual events and offers a beautiful insight into care, as seen through the eyes of children.

Important was engagement with our video content. We looked primarily at views cumulatively on a variety of social and digital platforms, as well as shares, comments, and likes.

Based on media support levels, we set the following benchmarks for the video content: 800,000 – 1,000,000 views, with a 3–4% engagement rate.

We exceeded expectations in the US, we had 1.7MM YT & FB views, 4.8MM FB Impressions and a 4% FB engagement rate. And people downloaded the eBook over 3000 times.