The Before It’s Too Late movement was conceived after the death of Delaware student, Amy Joyner-Francis. Joyner-Francis tragically lost her life in the bathroom of her high school, following a violent attack by fellow students.
After hearing of this news, Coach Jaleesa took to social media starting a #BeforeItsTooLate Facebook challenge, provoking those of influence to share the message about bullying and violence. The video challenge gained thousands of viewers and influenced Facebook users around the country to make their own videos using the hashtag #BeforeItsTooLate.
The response from the video prompted Coach Jaleesa to embark on a nationwide tour to spread the message of bullying and violence among youth and adolescents.