Over the course of four days (April 13 – April 16, 2010), #AmericaWants encouraged the country to tweet which charity they thought was most deserving of receiving a full-page, full-colour advertisement in USA TODAY, valued at $189,400. Participants were asked to tweet the charity of their choice, and the charity that received the most #AmericaWants tweets and retweets would be awarded the complimentary advertisement. Eligible non-profit organisations were encouraged to tweet out their own messages and get fans and followers to retweet. Celebrities also got involved and tweeted for their favorite charity, including among others: Pamela Anderson, Perez Hilton, Pink, Alyssa Milano, Jamie Oliver, Eva Longoria, Josh Groban, Willie Nelson and Taylor Lautner. Even the founder of Twitter, Jack Dorsey, participated and tweeted his support.

The #AmericaWants hashtag campaign generated over 60,000 tweets for more than 500 charities in four days, reaching 67 million Twitter followers. Over the course of the campaign, “#AmericaWants” and “USA TODAY” were in the Top 10 trending topics three times on Twitter. The recipient of the most tweets was To Write Love on Her Arms (TWLOHA), a non-profit movement dedicated to presenting hope and finding help for those struggling with depression, addiction, self-injury and suicide. Showcasing the diversity of the campaign, second place went to People for the Ethical Treatment of Animals (PETA) with TeensMad4Rawanda placing third.