Echo staff are among those taking part in a campaign to get Sunderland trending on Twitter.
Tomorrow at 5pm, organisers of a project are calling upon the people of Sunderland to take to social media to share their pride and passion for the city across the internet.
Organisers of the initiative hope that Sunderland will be in the eye of a social media storm as people who live and work in the city and those who know and love it, share images, memories and stories of why they love the city, using #WearHere in their posts.
Passion for the city will drive the virtual flash mob with the aim of getting #WearHere trending across Twitter.
People posting images of the city are also urged to point at the locations, views, buildings or people in Sunderland that mean something to them.
Gary Hutchinson, commercial director of Sunderland AFC and chairman of the Sunderland Business Group, is backing #WearHere, saying it’s a chance for people to show off their home city.
He said: “What lifts #WearHere above the usual glossy branding of a city, is that we are not telling people what is great about Sunderland, they are telling us and everybody else.
“We want people to show us what makes the city such a unique and vibrant place to them. The success of #WearHere will be down to the people of Sunderland. We are not asking them to push out marketing material across Twitter, Facebook and Instagram, we want them to become our marketing material.
“#WearHere is as much about instilling and fuelling a shared pride in our city as it is telling people outside the city how great we have it on Wearside.”
To be a part of the #WearHere event share what you love about the city using the hashtag. Get to those phones.