How does a simple color become a national symbol for change? In this episode of What If We?, host Kaitlin sits down with Nza-Ari, Founder of Project Orange Tree, and RALLY Senior Director Jason Rzepka to unpack the origins and evolution of the Wear Orange campaign.

What began as a grassroots response to tragedy, honoring the life of Hadiya Pendleton, a victim of gun violence, grew into a powerful cultural movement rooted in visibility, shared humanity, and belonging. Drawing inspiration from hunting culture, where orange signals “don’t shoot,” the campaign reframed the color as a symbol for the value of human life.

Together, Jason and Nza-Ari explore how Wear Orange moved beyond policy into culture and community, creating accessible ways for people to participate, connect, and take ownership of change. From local beginnings in Chicago to a decentralized national movement, this episode reveals how identity, storytelling, and collective action can shift norms over time.

In This Episode:

• The origin story behind the Wear Orange campaign
• The goals of the campaign and the audience it set out to reach
• The role of culture alongside policy in addressing gun violence
• Whether the campaign was designed to shift cultural norms and perceptions
• How the strategy evolved as the movement grew beyond Project Orange Tree
• The signs that the campaign was gaining traction and shifting norms
• Why belonging is essential to building and sustaining a movement
• How people can get involved and participate today

Learn More:

Check out Project Orange at wearorange.org

The 12th National Gun Violence Awareness Day will be June 5, 2026.