Characters Unite represents an example of Citizen movement building. USA Network (part of NBC/Universal) hired Citizen in 2008 to develop a pro-social initiative consistent with its brand. The result became Characters Unite, a program committed to combating prejudice and intolerance - to see beyond stereotypes and appreciate each other for the characters that we are. Citizen conceived the program and designed its core elements. The campaign features a website as its centerpiece that encourages Americans, despite their individual differences, to take a pledge for unity and mutual respect and features a movement-building "face gallery" tied directly to Facebook, with Facebook badges linking the community. In addition, Citizen developed the initial coalition of more than 20 NGO partners, and produced the TV spots, which played on USA Network's air. When it launched, in 2009, the website garnered more than 48,000 online pledges in the first month alone. Most recently, Citizen designed a Characters Unite educational game for high school students.