“Skip Starbucks Saturday” launched via grassroots initiatives and social media, with no media budget. The iconic marketing symbols of the Starbucks cup and logo were redesigned, replacing the upright tail fins of the famous siren with guns, while the check-boxes on the rear of the cup – used to personalize Starbucks drinks – were rewritten with some of the real names of the more than 3,000 children and teens who had died from gun violence over the past year.