The Kerry & Gary Challenge is a fundraiser started by former Auburn basketball player Gary Godfrey and former Alabama running back Kerry Goode to help defeat ALS. Fans compete to raise the most money for the Alabama Chapter of the ALS Association by donating to their favorite Alabama team during the Iron Bowl.

All of the marketing in the first year of the challenge was digital, mostly through social media channels. For the second year, we wanted to expand their reach and create a brand identity that was memorable and compelling. The goals were to represent both fan bases appropriately, drive the competitive spirit that each of these universities is known for, and raise as much money as possible for people living with ALS in Alabama. The Kerry & Gary Challenge raised over $180,000 and won an Amy Award from the Atlanta chapter of the American Marketing Association for Purpose-Driven Marketing.