Dr. Francine Shapiro developed Eye Movement Desensitization and Reprocessing (EMDR) therapy to treat those suffering from trauma. After an overwhelmingly positive impact of their response to the Oklahoma City bombing in 1995, Dr. Shapiro and others founded the nonprofit organization Trauma Recovery, EMDR Humanitarian Assistance Programs. In celebration of their 30^th anniversary and Dr. Shapiro’s revolutionary work, we developed a year-long campaign called the Shapiro Effect. Campaign assets included a “Voices of Hope” video series with the organization’s pioneers and current leaders, an anniversary landing page, print materials for their annual conference and a paid social campaign.