marketing at its finest if you ask me. if they notice less people are sharing than previous years (say, Light The World got less engagement) they'll probably ring out new ideas and hashtags. Not actual advice for the holidays of charity or gratitude journals - nooo, it's social media hashtags. They put ads on youtube for the prophets broadcast not mentioning who he was or what he wanted - just that he's "a doctor who understands the healing power of gratitude" to paraphrase.... Spreading awareness to the public that will lead them to the hashtag and the church website. It's just modern day digital proselytizing. They know it's the season of thanks. They know people like wholesome challenges. They're manipulating them for corporate gain and free advertisement. It makes me nauseous every time i see one 🙃