The news it out the George Zimmerman has been found not guilty for the murder of Trayvon Martin. The case became etched into the national consciousness of the United States largely as a result of the Million Hoodies for Trayvon movement. When the national media was virtually quiet about the case of Trayvon Martin, an unarmed African-American teen wearing a hooded sweatshirt who was shot and killed apparently because he “looked suspicious,” Daniel Maree was so outraged he decided on his own personal initiative to do something about it and make some noise. More than a month after the young man was killed in Florida, no charges had been brought against the shooter. Using his skills as a social media strategist, Maree turned to colleagues in McCann Social Central to raise awareness. The team turned to YouTube to begin the call to action. They started by asking people to upload photos wearing hoodies, sign a petition on Change.org calling for the prosecution to act, and take to the streets on March 21st, the United Nations International Day for the Elimination of Racial Discrimination, in support of the cause. “A million hoodies” was linked to the idea of a “million signatures” and became a Facebook Event and Facebook Page and the Million Hoodie March. What started with a blog post and YouTube video became a movement in which more than 300,000 photos of supporters wearing their hoodies were uploaded, two million petition signatures were collected (the “fastest growing petition in the history of the internet” according to ABC News) online at change.org and mhoodies.org, and 40,000 people attended Million Hoodie rallies nationwide.
The Million Hoodies campaign was developed at McCann New York by chief creative officer Linus Karlsson, executive creative director Andreas Dahlqvist, designer Tim Lenoir, social strategy lead Daniel Maree, digital strategist Sharon Panelo, senior strategic planner Kandace Hudspeth, front end developer/interactive designer Shilya Lee, senior Agile developers Stefano Guidolin and Alex Hung, front end developer Talib Nelson, head of technology development (digital) Stefan Feissli, chairman Linus Karlsson.