Creative/Art Director
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.
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.