n December 2017, ING launched a holiday campaign, #INGBestWishes, with a focus on emotions, children's dreams and feelings. As children, we whimsically dreamed of our futures. Some have realized these dreams, others have lost sight of them to devote themselves to projects that are more down to earth and some still have their heads in the stars...
#INGBestWishes invited people to act/react supporting the asbl Make-A-Wish, a charity that makes the dreams of children with a life-threatening illness or those in remission come true. For each #INGBestWishes post, ING promised to donate €10 to Make-A-Wish.
There were 2 ways to take part in the action:
· change your Facebook profile picture to a photo of yourself and apply the #INGBestWishes frame available on Facebook;
· in a Facebook and/or Instagram post, share one of your childhood dreams, illustrate it with a visual and add the hashtag #INGBestWishes.