Childhood cancer became personal for Elizabeth Struk when doctors diagnosed her young son, Dallin, with acute lymphoblastic leukemia in 2011. Struk created BE THE GOLD, a grassroots social media awareness movement, hoping to attract attention from major brands. The goal: more funding for childhood cancer and, subsequently, more research, better treatments and a possible cure.
The ultimate objective is greater research funding, however, the campaign itself is not a fundraiser or a charity. There are numerous ways to support the cause, whether it’s sharing the campaign’s YouTube videos, hanging a flyer or wearing a BE THE GOLD badge.
Unlike other campaigns, BE THE GOLD isn’t represented by a ribbon; instead, the movement’s symbol is a name tag that reads, “Hello, my name is GOLD.” The badge functions as a conversation starter, but it also sets BE THE GOLD apart from other cancer campaigns and foundations with a similar color.
Aiming to be upbeat, trendy, viral and year-round, BE THE GOLD is gaining momentum--its YouTube videos have reached more than 600,000 views, with more videos coming soon. Videos are posted by YouTube content creators on their own channels in support of BE THE GOLD. With the energy of social media and people looking to contribute to a cause, gold just might become the new black. In the words of Struk, “Let’s change the world.”
For more information, contact Elizabeth Struk, creator of the BE THE GOLD campaign at elizabethstruk@