The creative strategic solution was equally simple; reach people in their masses on their way to and from their homes – and make the message personal. We put more than 40 pieces of furniture, places where people usually hide their guns, at stations, in malls, on pavements etc.

When passers-by came to investigate these apparently “out of place” pieces, they found the message “You’re not the only one who knows where you keep your gun” along with a call-to-action to turn-in their firearms.

A new personal message, a new media, directly into the hands of the target market.

PR coverage in press, on radio and the Internet amplified the message.

A new awareness and attitude around the amnesty deadline.

Over100,000 guns off the street and counting.