To participate in the campaign, individuals are encouraged to wear a solid brightly colored shirt and go to a public photo event[REF] in their area where a temporary tattoo with the logo "I AM =" is applied to the palm of their hand [REF].
The campaign leverages the popularity of social networks to fuel the viral expansion of the project; participants are encouraged to use their photo on social media networks[REF][REF] as a way to initiate conversations about the issue or cause represented by the individual [REF].