Sleeping Giants is a liberalsocial media activism organization aiming to persuade companies to remove advertisements from conservative news outlets. The campaign started in November 2016, shortly after Donald Trump's victory in the 2016 United States presidential election, with the launch of a Twitter account aiming to boycott Breitbart News. The first tweet targeted personal finance companySoFi. Most tweets on the account are messages to companies advertising on Breitbart. Of these, most are retweets from other accounts. The campaign operated anonymously until The Daily Caller identified freelance copywriter Nandini Jammi as a co-founder with Matt Rivitz. Shortly afterward, a New York Times profile of Rivitz and with freelance copywriter and marketing consult Nandini Jammi, said the two ran the campaign's Twitter account "along with other still anonymous contributors." Other reports identified Jammi as "co-founder." Jammi has since left Sleeping Giants, saying that Rivitz "gaslighted me out of the movement we built together."
Campaign
The organization primarily operates from its Twitter account, and also has a Facebook account. It has regional Twitter accounts for Australia, Belgium, Brazil, Canada, Finland, France, Germany, Italy, the Netherlands, New Zealand, Norway, Spain, Sweden, Switzerland, and the United Kingdom. As of February 2017, 820 companies had joined the campaign and stopped advertising on Breitbart News, according to statistics provided by the organization. By May 2017, thousands of advertisers had stopped advertising with Breitbart. The list of advertisers includes Allstate, AT&T, Autodesk, BMW, Deutsche Telekom, HP Inc., Kellogg's, Lenovo, Lyft, Visa, Vimeo, Nest, and Warby Parker. The Canadian government also stopped advertising on Breitbart News after declaring that its contents "did not align with the Government’s Code of Value and Ethics". Sleeping Giants' strategy combines traditional approaches to pressure advertisers with direct online activism, aiming to recruit and mobilize a large population of social media users. According to Slate, Sleeping Giants' strategy is similar to the one adopted in 2014 by the Gamergate movement against Gawker Media. Breitbart News responded to the response to the initiative by Kellogg's with a campaign to boycott its products.
Other campaigns
Sleeping Giants was involved in the campaign pressuring advertisers to drop The O'Reilly Factor after the discovery of five sexual harassment settlements by host Bill O'Reilly and Fox News, which resulted in the show's cancellation. Since May 2017, the Canadian section has used the same methods to persuade advertisers to remove ads from the Canadian conservative news outlet The Rebel Media. The French section also campaigns in a similar manner with regard to the French far-right website Boulevard Voltaire.
