Live 4 the Give: New Foundation Taps the Power of Pop Culture and Social Media for Social Change

Share Article

Live 4 The Give is a 501c3 not-for-profit organization established to integrate live programming and social media to create social change.

New York City–based brand strategy and events company Mission BIG—best known for producing last year’s Benefit for United Way of New York City charity concert featuring Jay-Z, Alicia Keys & Nas—has launched Live 4 the Give Foundation, a 501c3 not-for-profit organization established to integrate live programming and social media to create social change.

Live 4 the Give (http://www.Facebook.com/Live4theGive) employs a new business model that ushers demand pricing into charity events. The not-for-profit will produce pop culture–focused events that are broadcast to virtual audiences and constructed to engage with fans on various social media platforms—all with the purpose of expanding the pool of potential donors and driving larger-scale fundraising efforts for charitable partners.

“We’re embarking on a new chapter in collaborative philanthropy, as we orchestrate events that aim to engage with donors beyond the venue and bring social change on a scale we hope the world has never before seen,” said Jamie Rose, creative director and producer for Mission BIG, and the architect of Live 4 the Give.

The foundation was formed as an evolution of the Benefit for United Way of New York City concert, which raised $3 million for low-income students across New York City’s five boroughs, generated nearly 1 billion earned media impressions and garnered the top spot on The New York Times Critic's List of the Best Concert Events of 2012. After producing the high-profile cause concert, Mission BIG realized that expanding the donor pool to untold millions of social media users could exponentially increase donations, and decided to devise the innovative, first-of-its-kind Live 4 the Give Foundation.

About Mission BIG

Mission BIG is a brand strategy and events company based in New York City that produces events focused on fundraising. In early 2012, Mission BIG brought Jay-Z, Alicia Keys & Nas, accompanied by Questlove and a 40-piece orchestra, to landmark venue Carnegie Hall. Earning the top spot on The New York Times Critic's List of the Best Concert Events of 2012, the show generated nearly 1 billion earned media impressions, raised $3 million and received sponsorship from top brands American Express, CITI, Viacom, Target, and many more.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Karen Danick
Havas PR
+1 646-522-9299
Email >
Visit website