Sandy Hook Promise wanted to use attention surrounding the five-year anniversary to increase donations. Instead of using Facebook posts, a Live Moment of Silence turned the traditional moment of silence into action to prevent gun violence. The donate button in the live stream established a new fundraising platform and made it easy for donations to made on the spot. The activity earned over 65 million impressions, helping surpass the fundraising goal of $1 million. All with a budget of $0.
Collaborators: BBDO New York, Sandy Hook Promise, Facebook LIVE, Facebook Partnerships Team
