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๐Ÿ‘๏ธ๐Ÿ‘„๐Ÿ‘๏ธ
/หˆit-is-what-it-iS/

Started as a โ€˜dumbโ€™ reply, the viral moment was captured by a small group of internet strangers working against time.

To learn more about the movement, check out where we were featured.

The Verge, Fortune, WIRED, Forbes, A substack

Hero

Background

Using the power of the internet for social good.

This began as a spontaneous effort that rapidly gained attention. As a way to redirect that attention, we felt that it was important to highlight causes we all care about, especially ones that support and uplift Black lives. We moved fast. There's no greater issue to amplify right now than the systemic racism and anti-Blackness much of the world is only beginning to wake up to. We're excited that we could use our newfound platform to drive action towards a few causes that are doing important work towards racial justice: Loveland Foundation Therapy Fund, The Okra Project, The Innocence Project, and others

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What is it?

Glad you asked.

It is what it is.

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Merch

A team of 50 something strangers quickly made a group chat, got on a zoom call and started moving fast. We wanted to be mindful of the viral meme we'd created.

About 6 designers worked to create the brand website, merch in the form of t-shirts, stickers, memes, app mockups, and more. The rest of the team worked on getting the content up, tweeting to keep the virality going, and reaching out to journalists to get the story out.

Below are some of the shirts we designed and actually sold.

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Fundraising

Most importantly, we raised over $60,000 in donations from people who hoped to get special treatment within our fabled waitlist. An anonymous donor has agreed to match the first $50,000.

We've done pretty well for a non-existent product. eyemoutheye.fm was the top product of the day on Product Hunt (Theranos who?). The website accumulated 20,000 email signups and thousands of tweets sharing the link.

We're excited that we could use our newfound platform to drive action towards a few causes that are doing important work towards racial justice: Loveland Foundation Therapy Fund, The Okra Project, The Innocence Project, and others.

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Outcome

Out of the box stickers, some of these are actually based on the replies that folks interested in the meme created. By the end of the weekend, we raised more than $60,000 from assorted donors, $135,000 from two anonymous donors (one gave $60,000 and the other gave $75,000), and about $10,000 in merchandise sales. An initial matching donation of $50,000 was upped to $60,000.

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appImage stonksImage
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