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The 404, an industry coalition made up of senior leaders in digital marketing and in partnership with Social Media Week and Facebook, has formed to address problems that exist as a product of how we use social media. During the week of December 2, they will host events, brainstorms, and creative workshops to drive awareness and inspire action around the power and importance of being empathetic online.

In addition to the events taking place during Empathy Week, The 404 is also launching an influencer campaign called #actsofempathy to create awareness and also inspire people to take action and join the movement to help make people’s days a bit better by sharing stories of empathy.

The 404 is inviting the entire industry to support the inaugural Empathy Week and the pilot workshop events by helping to spread the world, support the campaign and register their interest in hosting future Empathy Day events.

404 member companies Grey Group, Edelman, Code and Theory, Adobe and Whalar, will host events and provide support, with the week culminating at Facebook’s Partner Center in New York. Each event will bring together industry leaders, influencers, and high school students as part of a program that has been designed in collaboration with experts in the field of empathy, adolescent psychology, and psychotherapy.

The 404 launched in May 2019 at Facebook’s Partner Center in New York and aims to scale its membership and host multiple events in 2020 at Facebook Partner Center’s around the world. Facebook Partner Centers were created as hubs for growing and fostering communities of thought leaders that move the industry forward.

On October 29, The 404 assembled 25 high-school students, young influencers and industry leaders at Facebook’s Partner Center as part of an Empathy Day pilot event. Based on their experience, 81% of the students who participated said they will take an active role in communicating what they learned from Empathy Day with their friends and family. Of the students who attended, 81% also said that the most important thing our industry can do is to provide better education around how to interact on social media.

Check out the recap video including interviews with our influencers, 23-year-old Imii Mace ( and 19-year-old Anisa Farah.

Supporting Partners of Empathy Week include Facebook, Grey Group, Adobe, Code and Theory, Edelman, Whaler and Julius.

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