In Spring 2020, Sharp client CBDMEDIC launched “Survive & Thrive: COVID-19 Celebrity Challenge,” a live, online fundraising event to benefit the Arthritis Foundation. The activation, headlined by Rob Gronkowski and Camile Kostek, aimed to raise much-needed funds for the Foundation’s patient community, which is severely high-risk in regards to COVID-19. With less than a month before the big day, the program needed wide reach to make an impact.