The campaign necessitated a deft hand behind the camera in order to authentically capture the innocence of children playing with things they shouldn’t. So Evolve employed the talents of famed photographers Todd Selby and Kevin Zache, who are extremely skilled at shooting kids in their natural environment. On a shoestring budget, Evolve created a world-class campaign that included magazine in newsprint, outdoor and digital.

The campaign was a tremendous success, with over 700MM impressions. It was picked up by top media outlets like Buzzfeed, BoredPanda and more, and its common sense message was applauded by both left and right-wing organizations, helping to spark a new, nonpolitical conversation about gun safety. Almost a year after its release, the campaign continues to generate healthy dialogue on social Networks.