Trayvon Martin, an unarmed teen was shot and killed while wearing a dark hoodie because he 'looked suspicious'. No charges were filed against his shooter, and the national media failed to cover the story for over three weeks. People everywhere were frustrated, saddened and outraged. Creating the hashtag #MillionHoodies, people were asked to create awareness by uploading photos wearing hoodies, sign the Change.org petition and take to the streets on March 21st, 2012. Over 300,000 photos poured in from around the world, over 2 million people signed the petition, and over 40,000 peaceful protesters rallied in over a dozen cities nationwide—all in less than 48 hours. Within a week, the Trayvon Martin story went from a local news item to garnering almost one fifth of total national news coverage—the only story in 2012 to receive more news coverage than the U.S. Presidential election.