Long known as a platform for social change, TOMS has announced it will donate $5 million toward ending gun violence.
It’s the largest public corporate donation to the cause in America’s history, and was announced by founder Blake Mycoskie on “The Tonight Show Starring Jimmy Fallon.”
An evolution of its buy-one-donate-one model, the money will go to organizations such as March for Our Lives, Everytown for Gun Safety and Moms Demand Action.
In addition, TOMS has launched a campaign called “End Gun Violence Together,” urging Americans to call on Congress to take action to pass universal background checks—a move 90% of Americans agree on.
A background check law would require firearm transactions to be recorded and go through the National Instant Criminal Background Check System, keeping the weapons out of the hands of criminals and those deemed unfit to own them.
Dedicating its website to the initiative, TOMS makes it easy to participate with a nationwide postcard operation.
Jimmy Fallon was first to fill out a postcard when Mycoskie made the announcement on his show.
“As I watched the horrific shootings in Thousand Oaks, just a few miles from TOMS’ headquarters and my home, I was overcome with immense fear for my own children and an understanding that parents across America—especially in communities of color—have been living with that same fear and loss for far too long,” said Mycoskie. “We’ve been inspired by the organizations who have led this movement and by the students who have shown us unimaginable bravery and tenacity.”
— Jason Kennedy (@JasonKennedy1) November 21, 2018
He added: “We are ready to do our part and are asking all of our supporters to join us. Since day one, our mission at TOMS has been to create a better tomorrow. Over the past 12 years, we’ve given away 86 million pairs of shoes, provided 600,000 sight restorations and helped secure 600,000 weeks of safe water to many communities. We are still committed to those endeavors and believe that creating a better future also means helping end gun violence today.”
Let’s #endgunviolencetogether – go to https://t.co/GGhOhKlrVN to send your representative a postcard demanding they take action on what more than 90% of Americans agree on: universal background checks. pic.twitter.com/x13rA3ABhH
— TOMS (@TOMS) November 20, 2018
The TOMS website reads: “In such divided times, it can be hard to remember that we agree on the most basic human issues. All of us deserve access to education, safe water, a place to call home, and a pair of shoes. And none of us want to live in fear of gun violence.” Mycoskie said that in the first 12 hours after the announcement, 58,000 postcards were filled out and sent.
Celebrities tweeting support include Mariska Hargitay, Tea Leoni and Ryabmn Seacrest.
We are not helpless in the mission to #EndGunViolence. Go to https://t.co/oTClcZgjYG to send your Member of Congress a postcard demanding they take action on universal background checks. 90% of Americans agree on this. We want this together. We can end this together. @TOMS pic.twitter.com/rtAPSd00Df
— Mariska Hargitay (@Mariska) November 20, 2018
Let's #EndGunViolenceTogether – go to https://t.co/qiDViTtRFs to send your member of Congress a postcard demanding they take action on what 90% of Americans agree on: universal background checks. Thanks to @TOMS for starting this campaign! pic.twitter.com/Ub5qupCqCC
— Téa Leoni (@TeaLeoni) November 20, 2018
— TOMS (@TOMS) November 20, 2018
“TOMS stands for tomorrow and the idea that we can create a better tomorrow,” said Mycoskie.
And he is using his brand power to create a more peaceful planet. Business at its best.