Sandy Hook Promise: Live Moment of Silence

PROBLEM

With 97 people killed daily by gun violence in the U.S., Sandy Hook Promise wanted to use the attention surrounding their anniversary to raise money to fund their gun violence prevention programs. But traditional Facebook posts proved ineffective.

SOLUTION

On their 5th year anniversary, we turned a moment of silence into a fundrasing tool to prevent future shootings.

We tapped into the existing behavior of going Live of Facebook and asked Sandy Hook Promisse’s followers to take their moment of silence live, and add a donation button for them.

By doing that, our followers became our messages and we created thousands of donation units without spending a dollar.

SOLUTION

HELPED SURPASS THE FUNDRAISING GOAL OF

^$1 MILLION

65 MILLION

MEDIA IMPRESSIONS

^$0 BUDGET