Every tenth child in Sweden lives in poverty, a reality hard to grasp. That’s why ICA-handlarnas Förbund (the Association of ICA Retailers) donated 20M SEK to Majblomman, a foundation working to prevent child poverty by providing support for families in dire economic conditions. The foundation was greatly affected by the COVID-19 pandemic and saw its yearly donations plummet by the millions in 2020. Together, we orchestrated a nationwide, social-first campaign that involved all 1488 ICA retailers under the slogan “Help us help Majblomman”. Using engaging, informative, and interactive content for social media and in-store communication, we were able to reach local communities across the country.