Boston Celtics Go Digital for #SunLifeDunk4Diabetes

With basketball season looking a bit different this year, the Celtics have adjusted the annual #SunLifeDunk4Diabetes fundraising program to highlight some of the best Celtics dunks from the 2019-2020 season on social media and engage fans virtually. Throughout November, National Diabetes Awareness Month, fans will vote on Twitter for the best dunks. When they share the winning dunk post and use the hashtag #SunLifeDunk4Diabetes, they will raise $21 for the YMCA of Greater Boston’s Healthy Habits for Diabetes Prevention and Management program. Why $21? Because in the United States someone is diagnosed with diabetes every 21 seconds, according to the Centers for Disease Control.

“Diabetes continues to be a major health concern in America, which is why supporting programs like the Y’s are so important,” said Neil Haynes, CFO of Sun Life U.S., and board member of the YMCA of Greater Boston. “We have seen the Y’s program flourish over the past several years, with more and more members graduating with a new understanding of how to manage their nutrition and live healthier lives. We’re thrilled to continue supporting this effort, and grateful for the Celtics’ partnership in this unexpectedly timed off-season.”

Usually, the #SunLifeDunk4Diabetes campaign tallies the Celtics dunks from all the games during the month of November, and donates a specified dollar amount based on dunk and hashtag totals, with matching donations from the Boston Celtics Shamrock Foundation. This year the campaign will go completely digital, relying on the fans to drive the fundraising component. Each week, the Celtics will post two amazing dunks from this past season on Twitter (@Celtics) and ask fans to vote on their favorite. When fans include the hashtag #SunLifeDunk4Diabetes when sharing the winning dunk, Sun Life will donate $21 for each post, with a matching donation from the Shamrock Foundation. This year the goal is 5,000 hashtags. The Celtics will also release a series of videos over the course of the month, talking about diabetes and the importance of supporting the Y’s Healthy Habits program.

“We of course wish we were watching new dunks this November, but we know the impact that Dunk for Diabetes has and we’re happy with how we’ve adjusted it for the times,” said Ted Dalton, SVP of Partnerships and Business Development for the Boston Celtics. “We look forward to collaborating with Sun Life every year to reinvigorate these programs, and really hope to see fans engage while we look forward to the start of next season.”

Since the beginning of the campaign in 2014, #SunLifeDunk4Diabetes has raised nearly $500,000 for the YMCA of Greater Boston’s diabetes education programming. Globally, Sun Life has donated more than $24 million to support diabetes programs, and has given over $2.5 million to programs in the U.S.

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