STATES UNITED TO PREVENT GUN VIOLENCE (SUPGV) OPENS GUN STORE IN MANHATTAN TO DEBUNK SAFETY MYTHS

#GunsWithHistory PSA and Online Tool at GunsWithHistory.com Shows Every Gun Has a History. Let’s Not Repeat It.

According to a recent survey, 6 out of 10 Americans believe owning a firearm makes homes safer. But studies show the opposite to be true: owning a gun actually increases risk of injury and death.

To debunk this misperception, SUPGV, a small, non-profit organization, did the unthinkable… On March 11th and 12th, 2015 they opened a gun store in NYC and invited first-time gun buyers to check it out.

Customers were shocked with some unsettling histories behind different firearm models, including their use in homicides, suicides and unintentional & mass shootings. SUPGV captured their stunned reactions via hidden cameras.

With the footage, SUPGV launched a powerful public service announcement on March 17, 2015 to inform people who are interested in purchasing guns for safety of the potential risks and unpredictable outcomes.

The PSA is featured at gunswithhistory.com, which mirrors the shopping experience online. It features guns used in tragedies and their deadly histories. It also includes a risk evaluation tool, showing statistics based on gun buyers' personal data.

Given SUPGV had $0 for media, we had to rely on the power of the creative idea and a smart PR plan to garner consumer and press attention. We invited media outlets to the store and provided b-roll for them to use in their coverage.

OUR IDEA

Guns With History: Debunk the myth that guns make you safer by opening a real and virtual gun store and selling firearms by sharing the histories behind them - the unintended tragedies, including suicides, homicides, unintentional & mass shootings.

GUNSWITHHISTORY.COM

The site, designed to look like other gun shop websites,features guns used in famous tragedies and shows their deadly histories.

It also includes a risk evaluation tool that analyses gun buyers' personal data to show gun tragedies and statistics that are related to their lives.

ENGAGEMENT

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12 million+ views of the online film in first week, driving people to the website

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3+ minute average time on site

MEDIA

With $0 paid media,

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775+ million impressions

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Coverage in 400+ broadcast, online & print US media outlets

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Exposure in 179 countries

GARNERED SUPPORT

SUPGV gained new supporters and funding.

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1,250% increase in gun control petition signatures

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1,111% increase in traffic to ceasefireusa.org website

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3,000% increase in unsolicited donations

After learning the tragic histories behind the guns in our store, people decided they no longer wish to own a firearm.