To help elevate the visibility of the Florida Civics and Debate Initiative, our team developed a social media campaign aimed at engaging audiences through consistent, timely and unique content: the #UpForDebate campaign. This campaign created opportunities for light-hearted debates on social media through graphics that presented #UpforDebate topics on the Florida Education Foundation Twitter account. Each topic sparked respectful and competitive responses from internal and external stakeholders, ranging from education opinion leaders to the local education stakeholders of smaller Florida cities. We successfully increased the Florida Civics and Debate Initiative’s share of voice on the organization’s Twitter account by 15 percent and reached 366,213 Twitter users with the #UpforDebate campaign.