Friendsgiving is a cornerstone community initiative at KXAN, dedicated to supporting the Central Texas Food Bank. To drive donations, I developed a digital content strategy that leveraged the natural rivalry between our Morning and Evening news teams. By producing high-energy vertical videos that spotlighted this 'friendly competition,' we transformed a traditional fundraiser into an interactive community event. This approach successfully increased audience participation by making the act of giving both entertaining and relatable.

Working with our marketing producers, I edited a series of fast-paced vertical videos in Premiere Pro that brought the team's personalities to the forefront. By pairing behind-the-scenes footage with custom Canva graphics, we invited our audience to 'pick a side' and join the fun, resulting in a highly successful multi-platform fundraising push.

Our mission was to make the act of giving feel personal and joyful. By bringing the 'friendly fire' of our newsroom to the audience’s feed, we allowed viewers to feel like part of the KXAN family. The end goal was to create a shared community experience where the 'win' wasn't just for a specific news team, but for the thousands of Central Texans served by the Food Bank. We successfully utilized humor and transparency to turn a standard fundraiser into a must-watch annual tradition.