 Sponsored by Basic Rights Oregon (BRO), Cascade AIDS Project, Pride Northwest, the Q Center, and local churches, the rally was publicized by a single Facebook page just 72 hours prior. This campaign, created separately from Cascade AIDS Project's hand-holding photo gallery, was specifically to promote the rally. Stephen Cassell, event organizer and Q Center board member, reportedly "thought of the action plan in the middle of the night and quickly posted the idea on Facebook." The organization Progressive Oregon, which advocates for progressivism within that state, also advertised the event. The purpose of the event, which began at 7: 30 pm, was to link hands spanning the length of the bridge.
