Change.org reached an unprecedented milestone in achieving 10 million signatures from supporters around the world for the death of George Floyd. Started by 15-year-old Kellen S, “Justice for George Floyd” has become the largest and fastest-growing petition on Change.org and has grown in support by millions of people who have spoken up for racial injustice and police reform.
This week, Change.org will roll out a massive advertising campaign paid for by supporters of the petition to target lawmakers. The campaign will advertise Kellen’s petition on 118 digital billboards collectively in Minneapolis, San Francisco and New York City – the media capital of the nation. It will also aim to show the citizens of Minneapolis that more than 10 million people around the world stand in solidarity. Change.org will then deliver all 10 million signatures to DA Mike Freeman and keep him updated about new signatures.
“To match the explosive virality we’ve seen on our site, we’re funneling supporter contributions to promote the petition into a large advertising spend,” said Bec Wilson, Chief Global Officer at Change.org. “In addition to social media and email advertising tactics, this campaign will help Kellen and her supporters find even more signers and influence the Minneapolis DA and other lawmakers to act in response to their demands.”
With all eyes on racial injustice in America, momentum has been rising in other powerful petitions throughout the country. Change.org has seen unprecedented growth of support for the petitions of Breonna Taylor, which just hit one million signatures today, as well as Ahmaud Arbery and Tony McDade.
“We united in solidarity with signers, petition starters, our members and Black colleagues,” said Nick Allardice, Acting CEO of Change.org. “We join their call for justice and accountability. The lives of George Floyd, Ahmaud Arbery, Tony McDade, Breonna Taylor and so many more matter. Black lives matter.”