#MILLIONHOODIES FOR TRAYVON MARTIN by McCann New York for THE PARKS & CRUMP LAW FIRM

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#MILLIONHOODIES FOR TRAYVON MARTIN

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Industry Public awareness, Racial/Ethnic/Handicapped/Minority Awareness
Media Film
Market United States
Agency McCann New York
Designer Tim Lenoir
Released June 2012

Awards

Cannes Lions 2012
PR Lions Best Use of Social Media Silver
PR Lions Charity and Not for Profit Silver

Credits & Description

Type of entry: Sectors & Services
Category: Charity and Not for Profit
Advertiser: THE PARKS & CRUMP LAW FIRM
Product/Service: PUBLIC AWARENESS MESSAGE
Agency: McCANN ERICKSON New York, USA
Advertiser THE PARKS & CRUMP LAW FIRM
Product PUBLIC AWARENESS MESSAGE
Entrant McCANN ERICKSON New York, USA
Type of Entry: Sectors & Services
Category: Charity and Not for Profit
Title: #MILLIONHOODIES FOR TRAYVON MARTIN
Advertiser/Client: THE PARKS & CRUMP LAW FIRM
Product/Service: PUBLIC AWARENESS MESSAGE
Entrant Company: McCANN ERICKSON New York, USA
DM/Advertising Agency: McCANN ERICKSON New York, USA
Senior Agile Developer: Stefano Guidolin (McCann Erickson)
Senior Agile Developer: Alex Hung (McCann Erickson)
Front End Developer: Talib Nelson (McCann Erickson)
Head Of Technology Development (Digital): Stefan Feissli (McCann Erickson)
Chairman/Chief Creative Officer: Linus Karlsson (McCann Erickson)
Vice Chairman Executive Creative Director: Andreas Dahlqvist (McCann Erickson)
Social Strategy Lead: Daniel Maree (McCann Erickson)
Digital Strategist: Sharon Panelo (McCann Erickson)
Senior Strategic Planner: Kandace Hudspeth (McCann Erickson)
Michael Nguyen (McCann Erickson)
Tiphaine Murat (McCann Erickson)
Jonathan Ricketts (McCann Erickson)
Designer: Tim Lenoir ()
Front End Developer/Interactive Designer: Shilya Lee (McCann Erickson)
Describe the campaign/entry
“All of us at some point have been suspected of being something that we’re not.” This simple idea, combined with an everyday item of clothing—the hoodie—was the catalyst for the Million Hoodie March for Trayvon Martin, an unarmed African-American teen who was shot and killed simply because he “looked suspicious.” 45 days after the incident, no charges had been brought against the killer and the mainstream media had failed to cover the story. This outraged us. So we decided to create “a portrait of America that won’t stand for racial profiling” by asking people to upload photos wearing hoodies, sign a petition on Change.org, and take to the streets on March 21st – UN Day for the Elimination of Racial Discrimination. What resulted was a global movement in which over 300,000 photos were uploaded, 2m petitions were signed, and 40,000 people rallied nationwide.
PR Results:
- Under mounting public pressure, George Zimmerman is arrested (4/11)
- The Martin Family may now get the justice they deserve
- Barack Obama speaks out on Trayvon Martin case 2 days after Hoodie March
- U.N. Commissioner Calls for Probe of Trayvon Martin Killing
- Congressman Bobby Rush wears hoodie in US House of Representatives
- The Martin family receives 400+ media requests on day of Hoodie March
- Sanford police chief steps down after a City Council vote of no-confidence
- Roughly 50 schools in Florida stage walkout protests after Hoodie March
Describe the brief from the client
Our goal and objective was to raise awareness about Trayvon Martin and increase the number of signatures on the petition calling for the arrest of his killer, George Zimmerman from 500,000 to 1 million. In doing so, we hoped to spark a national dialogue about race relations and unify the country by creating 'a portrait of America that won’t stand for racial profiling'. To this end, we asked people to wear their hoodies in solidarity with Trayvon’s family as they pursued justice for their son. Our own experiences with racial profiling and discrimination were all the research we needed.

Results

Consumer Results:
- Trayvon Martin petition becomes “the fastest growing petition in the history of the Internet” (ABC News). 2m+ signatures collected
- 300,000+ photos uploaded using the hashtag #MillionHoodies
- 5,000+ people attend NYC rally; sparks national dialogue
- 40,000+ people attend Million Hoodie rallies nationwide
- 600,000+ web hits for “Million Hoodies March”
- 3,000+ online media mentions of “Million Hoodies March”
Client Results:
- Under mounting public pressure, George Zimmerman is arrested (4/11)
- Barack Obama speaks out on Trayvon Martin case 2 days after Hoodie March
- U.N. Commissioner Calls for Probe of Trayvon Martin Killing
- Congressman Bobby Rush wears hoodie in US House of Representatives
- The Martin family receives 400+ media requests on day of Hoodie March
- Sanford police chief steps down after a City Council vote of no-confidence
- Roughly 50 schools in Florida stage walkout protests after Hoodie March

Creative Execution

It started with a blog post and YouTube video. As strategists, we knew it had to be bigger. We had to come up with a creative hook that tapped into and crystallized the collective sentiment, giving people a rallying cry. We landed on a strategic idea of linking '1m hoodies' to '1m signatures' on the Martin family’s Change.org petition. We created a Facebook Event and Fan Page for the Million Hoodie March. Using the hashtag #MillionHoodies, we asked people to upload their photos of themselves in hoodies. This viral element started trending on Twitter almost immediately. As photos poured in from all over the world, we created an iconic poster to unify the message and built a website to aggregate photos from Facebook, Twitter, and Instagram. Finally, we launched a community-organizing platform to sustain the momentum and empower protesters throughout the country.


Forty-five days after unarmed African-American teen, Trayvon Martin, was shot and killed by George Zimmerman, no charges had been brought against the killer and the mainstream media had failed to cover the story. This outraged us and we wanted to do something about it. As strategists, we knew it had to be bigger. We had to come up with a creative hook that tapped into and crystallized the collective sentiment, giving people a rallying cry. We landed on a strategic idea of linking '1m hoodies' to '1m signatures' on the Martin family’s Change.org petition.


In order to tie our campaign to UN International Day for the Elimination of Racial Discrimination, we would have to mobilize and launch the campaign within 48 hours. Furthermore, given that the shooting occurred in Florida and we were in New York City, we knew we had to promote the campaign in a way that would allow everyone to participate, no matter where they were in the world. Thus, in addition to a Facebook Event page, we created a 'Million Hoodies' Fan Page and hashtag. This viral element started trending on Twitter almost immediately, thereby complimenting our offline efforts significantly.