Sara and Parker Cunningham of Free Mom Hugs

In 2020, my fifth year leading the UPS Wishes Delivered peak holiday season campaign, budget constraints and COVID-19 concerns limited the campaign to just two stories. But they were really great stories. And in a year of widespread uncertainty, turbulence, fear, and isolation it was as important as ever—perhaps more important than ever—that UPS connect with people, lend a hand and deliver stories of good.

As in past years, we started with an extensive search for story ideas. This year, given current events and the conversations taking place across every social channel, we paid particular attention to stories with themes of diversity and inclusion.

The campaign has already picked up a Silver and Gold at the American Advertising Federation Austin Addy Awards, and I’m looking forward to seeing what other recognition it will receive.