BRADY CAMPAIGN AGAINST GUN VIOLENCE
2018
CliEnt
Ad Council
Type
Commercial
Role
Creative Direction
What we did
CONCEPT, DESIGN AND ART DIRECTION FOR A PRO-BONO CAMPAIGN SUPPORTING AD COUNCIL AND BRADY UNITED IN THEIR MISSION TO END GUN VIOLENCE.
A NEW LOOK AT AN VERY OLD PROBLEM
A NEW LOOK AT AN VERY OLD PROBLEM
TO PROMOTE SAFE FIREARM STORAGE AND HELP PREVENT SUICIDES, WE WORKED WITH THE AD COUNCIL AND NONPROFIT BRADY: UNITED AGAINST GUN VIOLENCE TO DEVISE A CAMPAIGN THAT CAST LIGHT ON A DIFFICULT AND RARELY DISCUSSED SUBJECT: THE ISSUE OF GUN SUICIDE IN AMERICA.
TO PROMOTE SAFE FIREARM STORAGE AND HELP PREVENT SUICIDES, WE WORKED WITH THE AD COUNCIL AND NONPROFIT BRADY: UNITED AGAINST GUN VIOLENCE TO DEVISE A CAMPAIGN THAT CAST LIGHT ON A DIFFICULT AND RARELY DISCUSSED SUBJECT: THE ISSUE OF GUN SUICIDE IN AMERICA.
ACCORDING TO THE U.S. CENTERS FOR DISEASE CONTROL AND PREVENTION, 61 PERCENT OF ALL GUN DEATHS IN AMERICA ARE SUICIDES. THAT'S MORE THAN HOMICIDES AND UNINTENTIONAL SHOOTINGS COMBINED. LAST YEAR, MORE THAN 23,000 AMERICANS DIED BY FIREARMS SUICIDE (ABOUT 60 EVERY DAY).
ACCORDING TO THE U.S. CENTERS FOR DISEASE CONTROL AND PREVENTION, 61 PERCENT OF ALL GUN DEATHS IN AMERICA ARE SUICIDES. THAT'S MORE THAN HOMICIDES AND UNINTENTIONAL SHOOTINGS COMBINED. LAST YEAR, MORE THAN 23,000 AMERICANS DIED BY FIREARMS SUICIDE (ABOUT 60 EVERY DAY).
We started the campaign by meeting our target demographic at eye-level by creating a digital and broadcast video campaign featuring a PSA presenting the issue of gun safety at home from the perspective of a first-person shooter.
We started the campaign by meeting our target demographic at eye-level by creating a digital and broadcast video campaign featuring a PSA presenting the issue of gun safety at home from the perspective of a first-person shooter.
We started the campaign by meeting our target demographic at eye-level by creating a digital and broadcast video campaign featuring a PSA presenting the issue of gun safety at home from the perspective of a first-person shooter.
We also reached out to folks affiliated and affected by gun violence to record their stories and create compelling radio to help convince Americans to keep their guns locked up.
We also reached out to folks affiliated and affected by gun violence to record their stories and create compelling radio to help convince Americans to keep their guns locked up.
In the social space, we made Gary the Gun Lock Bot, who responds to tweets with photos of unlocked guns with a reminder to keep them safely stored.
In the social space, we made Gary the Gun Lock Bot, who responds to tweets with photos of unlocked guns with a reminder to keep them safely stored.
In the end, we saved some actual lives. Below is a case study derived from an actual letter from a thankful mother, underscoring the importance of this campaign.
In the end, we saved some actual lives. Below is a case study derived from an actual letter from a thankful mother, underscoring the importance of this campaign.
