Gun Violence Awareness Game

In the aftermath of the tragic shooting at a school in Uvalde in 2022, I recognized an opportunity to do more than simply offer "thoughts and prayers" to the victims and their families. Instead of game coverage the next night, @RaysBaseball posted facts about gun violence in America along with that night's opponent, the New York Yankees. Engagement wasn't the goal, but the effort generated over 12.5 million impressions across social media. For context, that's more than any other day of the year across MLB including the World Series.