We imagined iconic victims of hate still alive creating change, with the notion:

if we all stood up to bigotry, we could change history. All set to John Lennon’s song “Imagine.”

The track is John Lennon's "Imagine". The original track was licensed for this purpose.

The creative was conceived around this iconic piece of music and it is an integral part of its success. Imagine a world without hate. The film presents an imagined world where icons whose lives were cut short because of hatred were still alive and making headlines for their humanitarian achievements.

ZERO paid media made it a challenge to forecast response.

Based on past ADL results/efforts, we projected 10 million online/offline impressions with a 2% click thru rate. 200,000 unique viewers/modest pass along rate.

Day 1 - 10,000 unique views/hour with 40% of viewers tweeting comments/sharing video. Exceeding forecasts by 20X.

Day 11 - 1 million unique views, featured on YouTube’s Top 10-viewed Leaderboard; a first for nonprofit.

Day 14 – 84.5 million impressions, exceeding forecast by 8X.

Social media influencers: @GOOD, LGBT, media mavens like Arianna Huffington shared video.

Educators added “Imagine” campaign to school curriculums across all 50 states/Israel/China.