This was a fictional campaign created and designed to focus on a social issue, and is no way actually associated with the Black Lives Matter movement.
The purpose of this campaign is to encourage participation to shed light on an issue in the battle against police brutality. Often times, the media portrays victims as thugs and gangsters due to clothing, race, past records, or even pictures posted on the Internet. None of these victims, often black, received their due process, yet are painted as guilty by the media. This campaign uses the hoodie motif in a very Grim Reaper-esque style (a symbol of death) to reiterate the slogan “Innocent Until Clothed Guilty,” however its meaning goes beyond just the hoodie, beyond clothing, and overall embodies the tactics employed by the public in vilifying the victim and excusing the actions of the police involved.
Having people put themselves in the shoes of the victim, or the “hoodie” of a victim, helps create empathy and allows an interactivity not seen with other campaigns. Through this interaction and engagement, people (users) can take the chance to understand the message and add to the hashtag via social media, the core part of this campaign.