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Million Hoodie March
Million Hoodie March

RAN IN: United States

CLIENT
Million Hoodie March/Non Profit

AGENCY
McCann New York *Lead Agency

Stefan Feissli - Head, Technology Development
Kandace Hudspeth - McCann Social Central Director
Alex Hung - Sr. Agile Software Developer
Shilya Lee - Interactive Designer
Daniel Maree - Sr. Digital Strategist
Talib Nelson - Developer
Michael Nguyen - Strategist
Sharon Panelo - Strategist


SUMMARY

On February 26th, 2012 Trayvon Martin, an unarmed African-American teen wearing a hooded sweatshirt was shot and killed by George Zimmerman, a self-appointed neighborhood watch coordinator, who then confessed to the shooting. But 20 days after the shooting, no charges had been filed against the shooter and the national media was virtually quiet about the issue. People, including a considerable amount of our staff members, were outraged at the lack of responsible official action and so they created a movement eventually dubbed the Million Hoodie March with goal of achieving social justice for Trayvon. The outcome? National news and the arrest of the shooter, George Zimmerman.

CASE STUDY

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CASE VIDEO


Hero Medium: Consumer Involvement

Medium Featured On Video: Social Networking Sites/Applications, Print, Events

Audience: Social Influencers and Activists, Specific cultural or ethnic group, Teens (13-20), Young Men (20-35), Young Women (20-35)

Objectives: Other

Type: Business to Consumer

Classification: Local,Regional,National

Language: English