For the ninth straight year, the Boston Health Care for the Homeless Program has teamed up with the Red Sox Foundation and NESN to collect new white athletic socks from fans and corporations around New England for Boston’s homeless men, women and children.
This year, fans and staff were encouraged to submit digital photos via Twitter to hashtag #SoxForSocks or via email to share their support of this great cause and raise awareness of the vital role this organization plays within the city of Boston.
In partnership with Aerva and Orange Barrel Media, this year’s Sox for Socks campaign extended outside Fenway Park where real-time user-submitted photos were shown high above Landsdown Street on the city’s largest digital billboard.
Aerva’s cloud-based platform allowed for the safe and easy integration of these photos submitted through social and digital channels from on-site user’s mobile devices. Once approved, these photos appeared in a dynamic and branded layout on Orange Barrel Media’s digital billboard in front of thousands of game day attendees and neighborhood patrons from high above Landsdown street.
This integrated Pic2Screen campaign provided significant exposure, increased engagement and interactive fun for the fans and staff while raising exposure to the BHCHP’s mission of providing the highest quality health care for homeless men, women and children throughout greater Boston.