Mark Zuckerberg hired us to manage his personal mission to make his company the most philanthropic in the world. He knew that would require Facebook to inspire most of its massive global workforce—primarily made up of developers and technologists—to take on causes. We were hired and given a budget, a list of A-list celebrities to film and a charge to go solve it.
Our Third3ye™ group spent several weeks interviewing Facebook employees and senior stakeholders to find out what turns them on (and off) about giving back, volunteering and getting involved. We quickly learned the way to their hearts was through encouraging them to apply their tech and organization skills to help the causes and spurring them to action by learning more about how they could get involved. The media solution was even simpler: in a mostly digital work environment, the staff yearned for any kind of tactile or handcrafted media.

Participation exceeded Facebook’s goal in terms of the total number of employees desired within the 12 offices originally planned.

Additionally, the total number of offices participating increased to cover a total of 20 offices around the globe.