This is not an ad campaign. This is a wake-up call.
Every day in the U.S., 130 people are killed by guns. A reality that has become our new normal. To combat the deeply rooted apathy around the issue and urge people to act, we created an eerie window into a dystopian near-future - where gun violence insurance exists.
First Initiative of it’s kind
Mayor Eric Garcetti’s first ever “Youth Council to End Gun Violence” was formed to drive action on gun violence prevention. The students that made up the council were our clients, collaborators, and a reminder of what’s at stake. We listened to their lived experiences with gun violence, their stories of loss, their concerns, and their ideas for change. Together we created a series of fake ads promoting gun violence insurance around Los Angeles.
Case Study Video
People were shocked. Confused. Even offended.
But the fine print told a different story. The ads drove to our website and our social channels, where Angelenos were encouraged to take action, in ways big and small.
In addition to Mayor Garcetti’s Youth Council to End Gun Violence, we worked closely with The Brady Campaign, Everytown For Gun Safety, Giffords, March For Our Lives, and GRYD to craft a campaign that was reflective of the intersectionality of the issue, the inherent trauma of the topic, and the urgent need for real and lasting change.
