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Sleeping Giants is a social media activism organization aiming to persuade companies to remove ads from conservative news outlets. On its Facebook page, the organization describes its goals as "stopping racist, sexist, homophobic, xenophobic and anti-Semitic news sites by stopping their ad dollars". The campaign started in November 2016, shortly after Donald Trump's victory in the United States presidential election, with the launch of a Twitter account aiming to boycott Breitbart News. The first tweet targeted personal finance company SoFi. As of February 2017, 820 companies have joined the campaign and stopped advertising on Breitbart News, according to statistics provided by the organization. The list of advertisers includes AT&T, Kellogg's, BMW, Visa, Autodesk, Lenovo, HP Inc., Vimeo, Deutsche Telekom, Lyft, Allstate, Nest, EarthLink, 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 positive response to the initiative by Kellog's with a campaign to boycott their products.