Sharing a “moment of silence” is an existing behavior used to honor victims of gun violence, as well as other tragedies. With the Sandy Hook anniversary approaching, we anticipated many tributes and launched Live Moment of Silence.

This initiative reimagines a Facebook post by leveraging the trend of going live, turning a traditional moment into a fundraiser tool for gun violence prevention via the Facebook Live “donate” button.

Once each individual livestream ended, it became a regular Facebook video post with a donation button still embedded.