Campaign to End Gun Violence
BRIEF: ACT SWIFTLY TO AMPLIFY A BOLD BUSINESS PLEDGE
When TOMS founder Blake Mycoskie heard about the mass shooting in Thousand Oaks, California at the end of 2018, he knew he had to do something. In the span of two weeks, he pledged the biggest corporate donation to end gun violence in the U.S. TOMS also set up a mechanism that would allow anyone to send a postcard urging congress to pass universal background checks via their website. TOMS asked us for help in coming up with a content strategy and creating sample content to spread the news of the campaign, parse complicated information about the initiative, and drive urgency of action.
SOLUTION: TEMPLATED CONTENT MADE FOR THE MOMENT
Working closely with the TOMS team, we created 20 ready-to-post custom static and animated posts for Instagram, as well as templates for each content bucket should they need to generate more. Throughout our collaboration, a milestone 750,000 people were inspired to act and send a postcard, and TOMS was able to pivot quickly as the campaign gained steam.