AGENDA

What is Tribal Shares?

The Ask

The Story of RMH-LI

The Insight

The Idea

The Campaign

What would Tribal’s philanthropic brand look like?

Create a reusable platform, connecting Tribal’s mission and culture.

MANIFESTO

We think Tribal Shares is our chance to give back to the community through forward thinking and collaborating with our

clients and partners.

We feel that it’s important to take a step from the digital world to connect to the community face-to-face. 

We behave in a manner consistent with our values, the Four Freedoms: freedom from fear, freedom to fail, freedom from

chaos and freedom to be.

We believe in paying it forward. Using who we are as an agency for the greater good of the community is a great way to show

that being charitable is more than just putting change in a box.

We love keeping the conversation open, simple and focused on creating communication over content.

We hate the expected. No two charitable efforts are the same – we focus on raising awareness in clever and fun ways.

We never follow rulebooks, only playbooks. Tribal Shares takes philanthropy and makes it something interesting, digital and

engaging.

We always focus on building relationships. We strive to bring the digital age to humanity.

MISSION STATEMENT

Tribal Shares is dedicated to giving back to the community through what we do best. Combining our digital strength with our passion to improve the world around us, we want to show that charity is more than putting change in a box.

Tribal Shares. Bringing the digital age to humanity.

LOGO EXPLORATION

LOGO STATEMENT

Digital

Community

Paying it Forward

Conversation

Humanity

OUR MISSION

To build a relationship between Tribal Shares and RMH-LI, in a way that creates community involvement in the form of donations and in-person service.

RONALD MCDONALD HOUSE OF LONG ISLAND

What is Ronald McDonald House?

o A home away from home for families of seriously ill childreno Located on the grounds of treatment centers, RMH allows

families to be close to their children at all timeso Staying close by allows parents to better communicate with

their child’s medical teamo Most importantly, RMH provides sick children with the most

powerful cure: the love and support of their families

Ronald McDonald House – Long Island

o Since 1986, has served over 18,000 families from 80 countries

o 42 bedroomso Includes TV and play rooms, a garden, and 8 kitchens

SO WE ASKED OURSELVES . . .

How can we build on RMH-LI’s mission of providing comfort to these families away from their homes?

What is the center of family traditions?

What brings people together at the end of the day?

Food.

Food comforts and unites.

The Makowski-Sendzicki Family

In 2003, Andrew Makowski was diagnosed with Recurrent Respiratory Papillomatosis (RRP). By 2006, his airways were constricted by a large mass and thus he was breathing from a hole no larger than a dime.

During this time, RMHLI was a home away from home for Andrew and his family. Like most children at the RMH-LI, Andrew had a restricted diet and limited appetite.

Food is a critical component of keeping Andrew and his family happy and healthy.

“What child wouldn't be distracted from the anticipated

stress of their illness and procedures in an environment

such as this?”

- Andrew’s Mom

BIG IDEA: COMFORT FOODS FOR KIDS

To lift spirits and enhance community ties at RMH-LI by inviting people to share the foods that have kept their own families strong.

Then, bring those recipes to life for the RMH-LI families by recreating the crowd-sourced comfort foods.

STRATEGY

Food comforts and unites.

To lift spirits by sharing and recreating treasured

recipes

INSIGHT IDEA

HOW

AWARENESS

WORD OF MOUTH RMH-LI WEBSITESOCIAL MEDIA INTEGRATION

Tribal/DDB and Client relationships

Leverage the RMH-LI website Using Facebook and Twitter

Inspire friends and family to share by posting our own recipes

Call to action -“Comfort Food for Kids: upload your favorite family recipe to support the RMH-LI!”

Ideally, we will be able to push RMH to tweet about Comfort

Food for Kids on a National Level

SOCIAL/DIGITAL

Users will be prompted to give a suggested donation to view other recipes.

Submissions will be featured in a scrolling section highlighting the donor’s name and location to show the reach of the campaign.

100 recipes will be featured in limited edition cookbook.

RMH-LI families select top 5 recipes to be re-imagined by a top chef, cooked and served at the RMH-LI Family Dinner.

Create an app on the RMH-LI Facebook page that will invite users to donate family recipes and an encouraging message to the kids.

DAY OF SERVICE

RMH-LI Family Dinner

5 user-submitted recipes chosen by the families at the house will be re-imagined by a top chef, cooked and served to the RMH-LI families.

Tribal employees will assist in set-up, service and clean up.

PHYSICAL

COOKBOOK

100 user-submitted recipes will be compiled into a one-of-a kind hardcopy cookbook which will be sold at the culminating event and the proceeds will go to the RMH-LI.

Each family from the RMH-LI will share their story, a family photo, and a favorite recipe appearing in each of the cookbooks.

The kids from RMH-LI will contribute original artwork that Tribal designers will incorporate into the cookbook.

E-book version will also be sold online to the general public.

The 5 re-imagined recipes will be included both in the hardcopy and E-book versions.

COOKBOOK MOOD BOARD

COMFORT FOOD FOR KIDS CHARITY EVENT

A charity dinner for our clients, peers, sponsors and honored guests from RMH-LI

Guests arrive and enjoy a cocktail, chat, and have a chance to purchase one of the unique cookbooks.

Once guests are seated, the chef will speak about his experience recreating the recipes at RMH-LI and the importance of spreading joy and comfort through food.

Throughout the event, guests will enjoy a 5-course meal consisting of each winning recipe.

THANK YOU!