The Freeze Project is an improvisational group who fighting to end social injustices through its activities. The activities, known as "freezes," involved having people meet at a particular location, where they would merge with the general crowd and then wait for the "freeze" signal. When it was given, all participants would freeze in their tracks and then unfreeze at another cue. They would then hand out information on the social injustice issue they were seeking to bring attention to. The purpose was to bring attention to these serious issues in a fun and lighthearted way. Participants and organizers were all volunteers, and the freezes could be attended by anyone who heard about the event and had a desire to be a part of it.
On September 24, 2010, the group held a last minute "impromptu" freeze at Hermosa Beach. The group gathered at the main strand on Pier Avenue. Participants arrived at 7:25 p.m. on the beach. They also had the option of arriving at the New Life Center on Vermont Avenue at 6:30 p.m. for a debriefing of the event and a reminder of the participation rules. However, the majority of people usually chose to head directly to the freezes themselves to avoid drawing too much attention to the location or what was about to happen and where. After all, the reason the freeze concept worked so well was because of the surprise factor and the curiosity that it aroused in onlookers.
Those who went directly to the freeze location were instructed on the website to listen for the sound of a megaphone. The first megaphone sound would indicate the freeze had begun, and the second would indicate it was complete. Participants were asked to gather as close the middle of the beach, right in all of the action, as possible.