The Brief: High-profile celebrities are participating in the All In Challenge on social media, auctioning off unique goods and services to raise money for food charities during the COVID-19 pandemic.


Sports stars, musicians, actors, TV personalities, influencers, and other celebrities are joining in the #AllInChallenge on social media to raise money to provide food to those in need during the Coronavirus pandemic. Famous people including Drake, Tom Brady, Ellen DeGeneres, Charli D’Amelio, and many others are auctioning or raffling off goods and experiences as a part of this fundraising effort. Celebrities are nominating each other for the #AllInChallenge via videos posted to their social media, encouraging their friends to join in.

The All In Challenge is organized by a nonprofit backed by Fanatics that has partnered with major organizations including the NFL, MLB, and NBA. Items like a chance to meet with the cast of Friends, to go on a double date with Ciara and Russel Wilson, and to co-host an episode of Ellen are available for winners of auction bids or sweepstakes raffles. 100% of proceeds from this fundraiser will be going to charities including Meals On Wheels, No Kid Hungry, and America’s Food Fund.

While this challenge is more deliberately organized than many social media challenges are, it utilizes a similar model of people nominating others via viral videos to promote a cause and encourage people to donate money.