BRAND PARTICIPATION BRIEF · 2026
The JimothyInitiative
GOOD
SIGNAL
A fan-led invitation for brands to trade rivalry for one public moment of humor, goodwill, and common ground—using #Jimothy as the shared signal.
Why Jimothy?
The round Seattle raccoon became a rare source of internet joy and neighborhood connection. A Jimothy art auction also sparked a company giving wave that helped corporate pledges to Ballard Food Bank pass $58,000.
What is the goal?
Make a lightweight, public signal of cooperation easier for brands to use. Jimothy is recognizable common language: warm, playful, and bigger than any one category.
How to join
- Choose a unity, service, wildlife, or playful angle.
- Write it in your established brand voice.
- Add #Jimothy.
- Point attention toward something good.
What counts?
- An original post
- A good-natured reply
- A piece of brand creative
- A community or charity action
- A collaborative nod to another brand
Starter post
“Different industries. Shared internet. We’re making a little more room for joy, cooperation, and one very round Seattle icon. #Jimothy”
Wildlife first
Jimothy is wild. Do not approach, feed, handle, trap, or publish a precise live location. His suspected condition has not been definitively diagnosed. Use only original or properly licensed creative.
The Jimothy Initiative is independent and fan-led. It is not affiliated with Jimothy’s original videographers, wildlife authorities, the City of Seattle, or referenced organizations. Participation does not guarantee engagement, amplification, or endorsement. A participating organization speaks only for itself.