Last Friday, the San Francisco Shock posted a photo of Babybay, below, to announce that their star DPS player was starting an Instagram account. Two days later, Cory, the VP of Content for Shock’s parent organization, NRG, posted a photo in the same pose, with the hashtag #BabyBayChallenge.
A joke that spun out of control
When Babybay snapped the photo, he wasn’t thinking that it would become a viral fundraiser in the mold of the Ice Bucket Challenge. That wasn’t the intention when Cory posted his response either. Rather, as NRG/Shock’s Brettbox told me earlier today, it was a joke that spun out of control. (Brett is also the mind behind the “Hilariously mid-2000s era Myspace throwback selfie” description).
Once #BabyBayChallenge caught on through, Shock realized that they had an opportunity to be philanthropic, and ran with it. NRG/Shock had been looking for an opportunity to give back to the community for some time, and had asked their fans last year what causes they wanted the org to support. Adolescent mental health was the clear favorite, so when the decision was made to turn #BabyBayChallenge into a charity event, mental health became the cause.
Backing into a viral charity event meant that NRG/Shock had some catching up to do though. The organization has yet to select the charity beneficiary; they’re still vetting options and will finalize their pick today or tomorrow. They’ll also finalize in the coming days the amount of money per photo. The organization has some exciting plans to grow the #BabyBayChallenge even larger, and have already tapped their celebrity investors to get involved. Former NBA superstar Shaquille “Shaq” O’Neal already answered the call.
San Francisco Shock has selected National Alliance on Mental Health – San Francisco (EIN 94-2914709) as the beneficiary charity.
You can get involved by taking a photo in the style of Babybay’s original, tagging @SFShock, and using the hashtag #BabyBayChallenge.
Celebrity #BabyBayChallenge Photos