Pick any one member of your target audience and make their dream come true.
It could be someone deserving who just never had the opportunity to shine.
Or it could be a name you picked at random.
Your brand could either help that person directly or it could act as a facilitator and rally the community (either in the neighborhood or online) behind the effort.
The goal is to generate content that will be shared online.
But the way you go about helping that person should clue your brand’s mission.
And just as subtly make the world believe that your brand is one of the good guys.