Objectives

To Raise Awareness about Gun Violence Prevention during National Gun Violence Awareness Day on June 2nd in our company and through our media networks to inform and empower our audience.

Run the first large scale Spanish language TV + Digital campaign on Gun Violence Prevention

* #WearOrange was a campaign that started in 2013 in Chicago, with the accidental gun death of a teen, Hadiya Pendleton. Her fellow students organized community members to dress orange In 2015, Everytown for Gun Safety joined to take it nationwide, and in 2016, Univision joined to bring Gun Violence Awareness to the Hispanic community.

Strategy and Execution

Multi-Platform Campaign across UCI Properties, ranging from Univision Noticias, Deportes, UniMas, Univision Radio, FLAMA, FUSION, The Onion, and The Root. All of these properties supported with social media support by posting building up to and during June 2nd, digital articles and TV segments and integrations.

Linear TV (Univision talent wore orange that day to support the initiative)

- FUSION ran numerous promos on what is Wear Orange Day leading up to and during June 2nd. Promotion was important to get people to Wear Orange on that day.

In-show integrations and segments on:

- News: Univision News Casts on Univision Network, 15+ local Univision affiliate TV stations across the country, FUSION Now, FUSION Nightline and America with Jorge Ramos

- Entertainment: Mentions on Gordo y Flaca, Sal y Pimienta, Despierta America, and Locura Deportiva

Digital

- Numerous articles written on Univision News, FUSION, The Onion, The Root in building up to June 2nd and on that day

http://www.theroot.com/articles/culture/2016/06/how-to-get-away-with-murder-a-story-of-grief-apathy-and-gun-violence-in-the-african-american-community/

- Built a FUSION Wearorangeb (www.fusion.net/wearorange) page to drive people as a call to action to learn more about Wear Orange Day

Social

- Social media support from multiple Univision accounts on mostly from Twitter and Facebook

Radio

- Radio interviews with people affected by gun violence as well as in show mentions by celebrities like Enrique Santos.

- 28 National Stations Participated.

In-Company

- Over 350 people in the company dressed in Orange for National Gun Violence Awareness day

Results

Ran the largest bilingual television and digital campaign on Gun Violence Prevention in the country.

In the Additional links you can find a power point presentation, including a video that recaps most of the integrations made for Wear Orange Day across numerous Univision platforms in both english and spanish

Media