Norfolk, Va. (Aug. 11, 2016) – Toyota is encouraging people to come together in the spirit of
friendship and fair play through the simple act of holding hands in a new national ad campaign,
“Stand Together.” In addition to broadcast TV, the campaign will use social media to create an
uplifting message around the teamwork theme.
For every person who creates a video of people joining hands and shares it via Twitter or
Instagram using the campaign hashtag, #LetsJoinHands, Toyota will donate $20 to United Way,
up to $250,000. In addition, Toyota will mix content from these homegrown videos into their
pre-roll and social videos, continuously delivering fresh edits throughout the media run, currently
scheduled to end Aug. 21, 2016.
The campaign launched with a spot on NBC’s Olympic Opening Ceremonies Aug. 5. See an
extended cut version of it at https://youtu.be/Ll3BV9Vz-bs. An example of a home-grown video
using #LetsJoinHands, created by the United Way of South Hampton Roads, can be seen at
“Think of it as a different take on the Ice Bucket Challenge. It was popular because people got to
participate,” says Carol McCormack, CEO/President of United Way of South Hampton Roads.
“This is a national challenge so dollars will be distributed to help local communities across