In this spirit of tangible materials, we created print ads and posters that juxtapose the documentation required for positive events in people’s lives (buying a home, adopting a child, buying a boat) to the purchase of a deadly weapon. All of the events portrayed in the three executions are based on real stories that happened in each of the listed states. The ease of access to firearms in the United States is starkly shown in this way.

Instead of listing the documents, we chose to visually represent the great discrepancy on what is required for positive life events and milestone purchases versus the purchase of a deadly weapon. The relative starkness and use of space as a desk or physical entity highlights the gross contrast. The gun icon shown in each ad is referential to the weapon used in the portrayed tragedy upon which the specific ad is based.

Gun by Gun saw a significant increase in traffic to their website and social channels, as well as pledges for involvement and support in future gun buy back campaigns. People connected with the simplicity of the ad and insight.